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 entered Germany in 2016 and it has grown quickly into one of the brand’s key smaller markets. Underwear is the dominant category, although products across all segments are available. Sales are driven primarily through external retailers, and recent performance has shown solid growth as the brand expands its presence.
Norway
Norway has been an established market for Björn Borg since the early 1990s, with products sold through a broad network of retailers and a franchise store. All product groups are represented, and Norway contributes a meaningful share of the company’s total sales with strong year-on-year growth.
Belgium
Launched in Belgium in the late 1990s, this market remains important for the brand with underwear as the strongest category. Björn Borg products are available across several retail outlets and a company store, and recent sales have been growing, supporting the company’s broader Northern European footprint.
Denmark
Björn Borg has been present in Denmark since 1992. The Danish market is served exclusively through external retail partners, with all product categories stocked. Denmark continues to show positive growth and forms part of the brand’s focused Nordic expansion.
England
Established in England in 2006, Björn Borg’s presence has been built via major department stores and retail partners. Although the company closed its own outlet in 2020 and now works with an external distributor, the market continues to contribute to overall sales with notable growth recently.
Rest of the world
Outside Europe’s core markets, Björn Borg operates in several smaller territories. While some of these markets saw sales declines as the company sharpened its focus on key regions, they remain part of the brand’s wider global presence.
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