The footwear product area, which is operated 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 footwear operations internationally to several markets. In 2015 Björn Borg shoes were sold in around twenty European markets, of which Sweden, the Netherlands and Belgium are the largest. The main growth targets are the UK and Germany.
The bags product area falls into the fashion/trend segment and comprises handbags, gym bags 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 online. Bags are mainly sold in Björn Borg’s established markets in Northern Europe.
Björn Borg eyeglass frames belong to the trend segment and are sold to opticians through the licensee’s distribution organization. A line of sunglasses is also sold through other categories of retailers such as fashion boutiques, department stores and Björn Borg stores.
Other products in 2015
Total brand sales of other products amounted to SEK 423 million in 2015, an increase of 3 percent compared with 2014. As a whole, other products accounted for 29 percent of total brand sales.
The footwear product area reported an increase of 2 percent to SEK 311 million, or 22 percent of brand sales. Sports apparel brand sales amounted to SEK 144 million during the financial year, or 10 percent of total brand sales. Other product areas – mainly bags and eyewear – reported an aggregate sales gain of 9 percent during the year to SEK 112 million. Together, they accounted for 7 percent of brand sales.