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 34 percent of total brand sales.

Björn Borg products are sold by about 900 retailers around the country, through Björn Borg’s ten stores, two of which are 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 with existing and new product categories such as sports apparel and performance underwear. Brand sales rose 21 percent in 2018 compared with the previous year.


The Netherlands was the Björn Borg brand’s second largest market in 2018, with 22 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 660 retailers and nine Björn Borg stores. Björn Borg products from every product area are sold in the Dutch market, where brand sales decreased 4 percent during the year. As of January 2, 2017, Björn Borg AB owns the former Benelux distributor. The acquisition of the Benelux company is 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.


Björn Borg was launched in Belgium during the second half of the 1990s. Today Belgium is Björn Borg’s sixth largest market, with 6 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 240 retailers and five Björn Borg stores. Brand sales in the Belgian market fell 17 percent compared with 2017.


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 external retailers, around 440, but there are also six Björn Borg stores in Finland, one of which is a factory outlet. Brand sales in Finland decreased 10 percent during the year.


The brand was launched in the Norwegian market in the early 1990s. Norway today accounts for 6 percent of total brand sales. Products are sold through about 640 retailers around the country and in five Björn Borg stores. All product groups are represented in Norway. Brand sales in the Norwegian market fell 19 percent year-on-year.


Björn Borg was launched in Denmark in 1992, and today it accounts for 7 percent of total brand sales. Björn Borg products are sold exclusively through around 540 external retailers. There are currently no Björn Borg stores in the country. Every product area is represented in Denmark. In 2018 brand sales fell 11 percent compared with 2017.

Smaller markets

Smaller markets include the United Kingdom and Germany as well as a number of other markets such as Canada, Switzerland, Slovenia and Austria.

United Kingdom

Björn Borg was established in the UK 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 Harvey Nichols and Harrods at the same time as more categories have been added such as sports apparel. In addition to external retailers, Björn Borg also has its own factory outlet in the UK, where brand sales rose 44 percent in 2018 and accounted for 5 percent of total brand sales.

Other smaller markets

Brand sales are decreasing in many smaller markets with the exception of Austria, where sales are on the rise. Björn Borg has chosen to focus more on what it considers its key markets, i.e., Northern Europe.