E-commerce

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 2020, 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 continues to grow 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 228 million (195) during the year. Björn Borg will maintain a strong focus on e-tailers and virtual marketplaces going forward.

Take on the summer heat in style with our lightest training t-shirt. Elliot in Borg Light T-shirt.

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For a better tomorrow. Plan your wardrobe and purchases, invest in long-lasting products and recycle it once it’s reached it’s life’s end.

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BTS from our latest Seamless Collection shoot in the Swedish archipelago.

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BIG thank you to everyone involved and joining us last week at our #TrainToLive event, a boxing and training session followed by food and drinks @rulesboxingclub in Aarhus, Denmark. It was a blast, let’s do it again! 🥊

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Heritage.

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Sports Hour.

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Embrace the sun, feel the energy and unleash the best version of yourself. Discover our latest HS23 Collection at bjornborg.com.

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We #TrainToLive 

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DNA.

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Heritage.

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The Movement Capsule by Alice Stenlöf & Björn Borg