Other products

Other products


The footwear product area, which is managed by an external licensee, offers a range of casual and sporty designer shoes for men and women – sold by independent retailers, footwear and sporting goods chains, department stores, major e-tailers, Björn Borg stores and online at http://www.bjornborg.com. In recent years the licensee has expanded the business internationally to several markets. In 2019 Björn Borg shoes were sold in around twenty European markets, of which Sweden, the Netherlands, Finland and Belgium are the largest. Growth is targeted in Björn Borg’s main markets in Northern Europe.


The bags product area falls into the fashion/trend segment and comprises gym bags, backpacks and duffle bags as well as wallets, gloves and belts. Retailers include luggage and sporting goods shops, retail chains, department stores, shop-in-shops, Björn Borg stores and e-tailers. Bags are mainly sold in Björn Borg’s established markets in Northern Europe.


Björn Borg’s trendy frames are sold to opticians through the licensee’s distribution organization. A line of sunglasses is sold as well through other categories of retailers such as fashion boutiques, department stores and Björn Borg stores.


In late 2016 Björn Borg reached an agreement with a licensee, Sky Brands A/S, to begin manufacturing and distributing linens, towels and throws. The products are manufactured and distributed by the licensee as of 2017. Distribution in 2019 was primarily through specialty retailers.


Total brand sales of other products amounted to SEK 457 million (463) in 2019, a decrease of 1 percent compared with 2018. As a whole, other products accounted for 27 percent of total brand sales.

The footwear product area reported a decrease of 2 percent to SEK 377 million (387), or 23 percent of brand sales. Other product areas – mainly bags and eyewear – saw an aggregate sales increase of 5 percent to SEK 80 million (76). Together, they accounted for 5 percent of brand sales.