The Björn Borg trademark was registered in Sweden in 1989 and established in the Swedish apparel market in the first half of the 1990s. The first Björn Borg store was opened in Stockholm in 1994. Today Sweden accounts for 33 percent of total brand sales. Björn Borg products are sold by about 1,220 retailers around the country, through Björn Borg’s seven stores, two of which are factory outlets, as well as through e-commerce. Today Björn Borg has broad distribution in the Swedish market, where all its product groups are represented. Further expansion at the retail level is done selectively with existing and new product categories such as sports apparel and performance wear. Brand sales fell 9 percent in 2020 compared with the previous year.
As of January 2017, Björn Borg AB owns the former Benelux distributor. The acquisition was an important step to accelerate the vertical integration of Björn Borg’s operations and is in line with the strategy to get closer to consumers and retailers in Björn Borg’s main markets. The Netherlands was the Björn Borg brand’s second largest market in 2020, with 27 percent of total brand sales. Operations in the country date back to 1993, when the brand quickly established a market position through growing volumes and a broad presence. Björn Borg products are currently sold by around 550 retailers and ten Björn Borg stores. Every product area is sold in the Dutch market, where brand sales decreased 17 percent during the year.
The brand was established in Finland in the second half of the 1990s and has developed strongly in recent years. Today Finland accounts for about 13 percent of total brand sales and is Björn Borg’s third largest market. Underwear is the dominant product area, although footwear, sports apparel and bags are sold as well. Distribution is mainly through around 620 external retailers, but there are also nine Björn Borg stores in Finland, four of which are factory outlets. Brand sales in Finland increased 15 percent during the year.
Björn Borg was launched in Germany in spring 2016 and has quickly grown. Today Germany is Björn Borgs Borg’s fourth largest market, with 7 percent of total brand sales. Underwear dominates the German market, although all the product areas are sold. Björn Borg’s products are sold through around 40 external retailers as there are currently no Björn Borg stores in the country. Brand sales in the German market rose 27 percent compared with 2019.
Björn Borg was launched in Belgium in the second half of the 1990s. Today Belgium is Björn Borg’s fifth largest market, with 5 percent of total brand sales. Underwear dominates the Belgian market, although all the product areas are sold. Björn Borg’s products are sold through around 230 retailers and three Björn Borg stores. Brand sales in the Belgian market decreased 4 percent compared with 2019.
The brand was launched in the Norwegian market in the early 1990s. Norway today accounts for 5 percent of total brand sales. Products are sold through about 620 retailers around the country and in three Björn Borg stores. All product groups are represented in Norway. Brand sales in the Norwegian market decreased 21 percent year-over-year.
Björn Borg was launched in Denmark in 1992 and today it accounts for 4 percent of total brand sales. Björn Borg products are sold exclusively through around 480 external retailers. There are currently no Björn Borg stores in the country. Every product area is represented in Denmark. In 2020, brand sales decreased 36 percent compared with 2019.
Smaller markets include England and a number of other markets such as Switzerland, the US, Slovenia, France and Canada.
Björn Borg was established in England in 2006 through a launch at the department store Selfridges in London. In 2011, Björn Borg started its own operations together with a local partner after 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, at the same time that 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. Brand sales in England decreased 27 percent in 2020 and accounted for 3 percent of total brand sales.
OTHER SMALLER MARKETS
Brand sales increased in many of the other smaller markets, with the exceptions of France and Italy, where sales declined. In total, other smaller markets increased 86 percent. Björn Borg has chosen to focus more on the markets it considers its key markets, i.e., Northern Europe.