E-commerce enables Björn Borg as a brand to showcase the breadth of its product range, which makes it a directly measurable channel to spot the latest consumer trends.
The sports apparel line again grew in weight in 2019, although underwear still accounts for a majority of sales. Björn Borg’s own e-commerce sales rose during the year, and it still sees good growth opportunities. Looking ahead it will remain a priority sales channel.
E-tail sales continue to rise in both Björn Borg’s own markets and markets where distribution is managed by external partners. Total sales from Björn Borg’s own e-commerce and e-tailers amounted to SEK 195 million (160) during the year. Björn Borg will maintain a strong focus on e-tailers and virtual marketplaces going forward.