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 2018 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 duffel 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 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 2018 was primarily through specialty retailers.
OTHER PRODUCTS IN 2018
Total brand sales of other products amounted to SEK 463 million in 2018, an increase of 4 percent compared with 2017. As a whole, other products accounted for 29 percent of total brand sales. The footwear product area reported an increase of 7 percent to SEK 387 million, or 24 percent of brand sales. Other product areas – mainly bags and eyewear – saw an aggregate sales decrease of 9 percent to SEK 76 million. Together, they accounted for 5 percent of brand sales.