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.

Two of the most distinctive trends in 2015 were the increased demand for multipacks and the growing importance of sports apparel, even though underwear continued to account for the majority of sales. A new web shop design was launched at the end of the year to further adapt to mobile devices as the largest future source of traffic. Björn Borg’s own e-commerce sales were strong in 2015 (up 73 percent), and it sees continued growth opportunities.

Sales through e-tailers, i.e., online resellers, continue to rise in local markets with fewer customers as well as in the international market through large customers such as Zalando, Amazon and ASOS. In established markets, e-commerce offers greater availability, and in new markets it is an important complement since the number of retailers is still limited.