Geographical markets

Large markets


Björn Borg is currently represented in around 20 markets, of which Sweden, the Netherlands, Norway, Belgium, Denmark and Finland are the largest, in that order.


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 28 percent of total brand sales. Björn Borg products are sold by about 900 retailers around the country, through Björn Borg’s 12 stores and two factory outlets, and online. 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, but new product categories such as kids’ underwear and sports apparel are creating openings with more retailers. Brand sales rose in 2015 compared with the previous year.


The Netherlands was the Björn Borg brand’s second largest market in 2015, with 26 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 640 retailers and seven Björn Borg stores. Björn Borg products from every product area are sold in the Dutch market, where brand sales decreased slightly during the year.

Björn Borg terminated its distribution agreement for the Netherlands, Belgium and Luxembourg during the year. The aim is to manage distribution of Björn Borg products in these countries internally in the future. Current distributors will retain their distribution rights during the four year term of notice, unless the parties agree on an earlier takeover.


The brand was launched in the Norwegian market in the early 1990s. Norway today accounts for 11 percent of total brand sales. Products are sold through about 550 retailers around the country and in six Björn Borg stores. All product groups are represented in Norway. Brand sales in the Norwegian market rose year-on-year.


Björn Borg was launched in Denmark in 1992, and today it accounts for 9 percent of total brand sales. Björn Borg products are sold exclusively through around 680 external retailers. There are currently no Björn Borg stores in the country. Every product area is represented in Denmark. In 2015 brand sales declined significantly compared with 2014.


Björn Borg was launched in Belgium during the second half of the 1990s. In recent years the growth rate has been high, and today Belgium is Björn Borg’s fifth largest market, with 9 percent of total brand sales. Underwear dominates the Belgian market, although all product areas are sold. Björn Borg’s products are sold through around 250 retailers and in seven Björn Borg stores. Brand sales in the Belgian market decreased compared with 2014.


The brand was established in Finland during the second half of the 1990s, has developed strongly in recent years and today accounts for about 9 percent of total brand sales. Underwear is the dominant product area, although footwear and sports apparel are sold as well. There are six Björn Borg stores in Finland, five of which are in the Helsinki area. Three stores were opened in the second half of 2015. Brand sales in Finland grew solidly during the year.

Smaller markets

Smaller markets include the U.K. and a number of markets where the brand has been introduced in recent years: Canada, Switzerland, Germany, Austria and South Africa.

United Kingdom

Björn Borg was established in England in 2006 with 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 Harvey Nichols and Harrods at the same time that more categories have been added such as socks and sports apparel. Brand sales in England decreased slightly in 2015. England remains a priority market, however.

Other smaller markets

Brand sales are decreasing in many smaller markets. Björn Borg has chosen to focus more on what it considers its key markets, i.e., Northern Europe. The sales decline is partly due to the termination of several former distributors. In markets where distribution cooperations have been terminated but the company is still represented, Björn Borg maintains a direct dialogue with relevant customers.