Geographical markets
Our largest markets
Sweden
35% of total sales
Established presence Early 1990s
Sales channels
2,666 retailers
4 Björn Borg stores
E-commerce
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The Björn Borg brand was registered in Sweden in 1989 and established itself on the Swedish fashion market during the early 1990s. The first Björn Borg store opened in Stockholm in 1994.
Today, Sweden accounts for 35% of total sales. Björn Borg products are sold through approximately 2,666 retailers nationwide, as well as through four company-owned stores, two of which are factory outlets, and via the brand’s own e-commerce platform.
Björn Borg now enjoys broad distribution in the Swedish market and is represented across all product categories. Further retail expansion is carried out selectively, particularly with new and existing categories such as sportswear and performance wear.
Sales in 2024 increased by 15% compared to the previous year.
Today, Sweden accounts for 35% of total sales. Björn Borg products are sold through approximately 2,666 retailers nationwide, as well as through four company-owned stores, two of which are factory outlets, and via the brand’s own e-commerce platform.
Björn Borg now enjoys broad distribution in the Swedish market and is represented across all product categories. Further retail expansion is carried out selectively, particularly with new and existing categories such as sportswear and performance wear.
Sales in 2024 increased by 15% compared to the previous year.
Netherlands
23% of total sales
Established presence: 2017
Sales channels
582 retailers
4 Björn Borg stores
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Björn Borg AB has owned the former external distributor in the Benelux since January 2017. The acquisition of the Benelux business was an important step in accelerating the vertical integration of Björn Borg’s business and was in line with the strategy to get closer to consumers and retailers in Björn Borg’s main markets.
In 2024, the Netherlands was the second largest market for the Björn Borg brand, accounting for 23 percent of total sales. Operations in the country started in 1993, and the brand quickly established a position in the Dutch market with growing volumes and a wide presence.
Björn Borg products are sold today through approximately 582 retailers and four Björn Borg stores. Products in all product areas are available for sale on the Dutch market. Sales in the Netherlands increased during the year by 11 percent.
In 2024, the Netherlands was the second largest market for the Björn Borg brand, accounting for 23 percent of total sales. Operations in the country started in 1993, and the brand quickly established a position in the Dutch market with growing volumes and a wide presence.
Björn Borg products are sold today through approximately 582 retailers and four Björn Borg stores. Products in all product areas are available for sale on the Dutch market. Sales in the Netherlands increased during the year by 11 percent.
Finland
12% of total sales
Established presence mid 1990s
Sales channels
1,122 external retailers
4 Björn Borg stores
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The brand was established in Finland in the second half of the 1990s. It has developed strongly in recent years and today accounts for approximately 12 percent of total sales, making Finland Björn Borg’s third largest geographical market.
Underwear is the dominant product area, but footwear, sportswear, and bags are also available for sale. Distribution is mainly through external retailers—approximately 1,122 in total—but there are also four Björn Borg stores in Finland, three of which are factory outlet stores.
Sales in Finland increased by 3 percent in 2024 compared to the previous year.
Underwear is the dominant product area, but footwear, sportswear, and bags are also available for sale. Distribution is mainly through external retailers—approximately 1,122 in total—but there are also four Björn Borg stores in Finland, three of which are factory outlet stores.
Sales in Finland increased by 3 percent in 2024 compared to the previous year.
Smaller markets
Germany
Björn Borg was launched in Germany in the spring of 2016 and has shown rapid growth. Germany is today Björn Borg’s fourth largest market, accounting for 10 percent of total sales.
Underwear dominates the German market, and all product areas are available for sale. Björn Borg products are sold via approximately 22 external retailers, as there are currently no Björn Borg stores in the country.
Sales on the German market increased by 21 percent compared to 2023.
Underwear dominates the German market, and all product areas are available for sale. Björn Borg products are sold via approximately 22 external retailers, as there are currently no Björn Borg stores in the country.
Sales on the German market increased by 21 percent compared to 2023.
Norway
The brand was launched on the Norwegian market in the early 1990s. Norway today accounts for 8 percent of total sales.
The products are sold by approximately 682 retailers around the country and in one Björn Borg franchise store. All product groups are represented in Norway.
Sales on the Norwegian market showed an increase of 27 percent compared to the previous year.
The products are sold by approximately 682 retailers around the country and in one Björn Borg franchise store. All product groups are represented in Norway.
Sales on the Norwegian market showed an increase of 27 percent compared to the previous year.
Belgium
Björn Borg was launched in Belgium in the second half of the 1990s. Belgium is today Björn Borg’s sixth largest market, accounting for 4 percent of total sales.
Underwear dominates the Belgian market, but all product areas are available for sale. Björn Borg products are sold via approximately 168 retailers and one Björn Borg store.
Sales on the Belgian market increased by 11 percent compared to 2023.
Underwear dominates the Belgian market, but all product areas are available for sale. Björn Borg products are sold via approximately 168 retailers and one Björn Borg store.
Sales on the Belgian market increased by 11 percent compared to 2023.
Denmark
Björn Borg was launched in Denmark in 1992, and Denmark today accounts for 3 percent of total sales.
Since 2021, the Danish operation has been an integrated part of the Björn Borg Group. On the Danish market, Björn Borg products are only sold via external retailers—approximately 420 in total—as there are currently no Björn Borg stores in the country.
In Denmark, the brand is represented with products in all product areas, and in 2024, sales showed an increase of 15 percent compared to 2023.
Since 2021, the Danish operation has been an integrated part of the Björn Borg Group. On the Danish market, Björn Borg products are only sold via external retailers—approximately 420 in total—as there are currently no Björn Borg stores in the country.
In Denmark, the brand is represented with products in all product areas, and in 2024, sales showed an increase of 15 percent compared to 2023.
England
Björn Borg was established in England in 2006 through a launch at the Selfridges department store in London. In 2011, Björn Borg started its own operations together with a local partner after collaboration with the previous distributor was terminated.
Distribution has since been broadened to include several other well-known retailers such as Harrods, John Lewis, and House of Fraser, while more categories have been added, such as sports apparel. In addition to external retailers, Björn Borg had its own factory outlet in England until September 2020, after which the store was closed.
Since 2021, the English operations are no longer an integrated part of the Björn Borg Group but are run by an external distributor. Sales in England showed an increase in 2024 of 27 percent and accounted for 2 percent of total sales.
Distribution has since been broadened to include several other well-known retailers such as Harrods, John Lewis, and House of Fraser, while more categories have been added, such as sports apparel. In addition to external retailers, Björn Borg had its own factory outlet in England until September 2020, after which the store was closed.
Since 2021, the English operations are no longer an integrated part of the Björn Borg Group but are run by an external distributor. Sales in England showed an increase in 2024 of 27 percent and accounted for 2 percent of total sales.
Rest of the world
Sales decreased in many other smaller markets, and total sales decreased by 2 percent. Björn Borg has chosen to focus its efforts more on those markets it considers to be its key markets, i.e., Northern Europe.
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