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 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.

Nothing better than a sunset workout. @ouijeremie
Beach walks with @thomasnelissen.
Sports Hour - Full body workout with Elin. Join our fitness trainer @reloadwithelin at Ödeshög, a magical place in Sweden. Let's do this! #bjornborgsportshour
Morning swim. @filipwolfe
Ready to play. @marie_reierth
Morning swim. @pipeocampo_ shot by @marcusmalm.
Saturday morning wear. @filipwolfe
Summer days, lazy days, hanging out with great friends, eating snacks, drinking a lot of water and some chilled wine… And at the same time keep up our Friday sports hour? Eh YES! This Friday we’re looking into our archives and want you to do the same - Go to our highlight “workouts” or IGTV and find whatever fits your mind and body today. Let us know what you picked! #TrainToLive #bjornborgsportshour
The perfect tote bag for every day of summer.
Out for a morning coffee - @martinhanssons wearing the Centre hoodie.