Privacy Policy


This privacy policy describes how Björn Borg handles personal information regarding visitors on Björn Borg’s corporate website (, subscribers on press releases, shareholders, applicants for employment, and individuals that make contact with us for various purposes.


In this privacy policy, we explain to you:

  • What personal data we collect.
  • The purpose for which we collect the personal data.
  • The legal ground we have for collecting it.
  • How we share the information.
  • How long we keep the information.
  • What rights you have to control your information.
  • How you can get in contact with us.

Björn Borg AB (publ), company org. no 556658-0683, is the controller of personal data collected in accordance with this privacy policy and is responsible for ensuring that such personal data is processed in accordance with applicable laws, with exception for applications for employment and contacts you make with us, where the controller will depend on which company within the Björn Borg Group you contact. All controllers within the Björn Borg Group are specified below.


Site visitor

If you visit our website, we may collect information about your IP address and use of the site, including through cookies and analytics tools. This information is collected for the purpose of administrating and managing the website, improving the website’s technical performance, optimizing the performance of the website’s features, improving your experience of the website, to better tailor the website to your interests and needs and to make the website easier to use.

We have a legitimate interest to provide you with a relevant and well-functioning website.

Subscriber of press releases

If you choose to subscribe to our press releases you will be asked to provide us with your email address. Your information will be used to administer the press releases. We have a legitimate interest to provide you with information about our business operations. You can terminate your subscription at any time.

Applications for employment

If you apply for an employment with Björn Borg, we process such personal data about you that you provide us with in connection with your application via email, in connection with interviews and/or by any other method. In particular, we process personal details such as name, email address, address, date of birth, information relating to your employment history and skills and experiences that you provide to us. We will also keep a record of our correspondence and obtain publicly available information about you that you have published on the Internet – this may include sources such as LinkedIn and other social media profiles.

Our purposes of processing your data is to consider your application in respect of a role for which you have applied, to consider your application in respect of other roles, to communicate with you in respect of the recruitment process, to enhance information that we receive from you with information obtained from third parties and to find appropriate candidates to our open positions.

We have a legitimate interest in processing personal data about you for recruitments to our business.

You are responsible for informing any referees that you provide to Björn Borg that Björn Borg will process their personal data in accordance with this privacy policy.


Björn Borg will collect and process personal data relating to Björn Borg’s shareholders for various legal purposes, e.g. in connection with shareholders’ meetings (including the Annual General Meeting), to pay out dividends to our shareholders and for the purpose of appointing the Nomination Committee. When you give us notice that you will attend Björn Borg’s shareholders’ meetings, you will provide us with your name, address, contact details (email, phone number) and advisor (if applicable). In connection with the other legal purposes, we will collect information about your identity, number of shares and voting rights in Björn Borg, and details necessary to pay out dividends (the latter only for the purpose of paying out dividends). This information will be collected from Euroclear Sweden.

The legal ground for these processing activities is to comply with legal requirements.

When you make contact with us

We have provided the public with contact details to some of our employees at our website. When you make contact with any of these employees, or otherwise make contact with employees of Björn Borg that you have received contact details to from other sources, through email or other communication tools, we will process personal data obtained in that communication (e.g. email address and other personal data provided by you in that correspondence).

The purpose of such processing activity is to be able to handle any requests or questions and to revert to you.

Our legal ground for such processing activities is our legitimate interest in providing you with relevant services and information about Björn Borg.


We have chosen to cooperate with a number of third parties (processors) who are experts in their particular fields. We share your personal data with these third parties only to the extent it is necessary in order for us to provide our products and services to you.

We share your information within the Björn Borg Group when required for our business to function. Different group companies provide different services to other group companies, and we will therefore need to disclose your information to any of our group of companies as necessary, in order to operate Björn Borg and to fulfil the purposes which have been described in this privacy policy. All Björn Borg group companies are subject to the requirements set out in this notice.

We also share your information with our core service providers when required for our business to function: We rely on a number of external companies to provide us with key services, products and applications in order to be able to provide products and services. These include for example IT services, such as IT systems, hosting, support and maintenance.

When we share your personal data in accordance with the above, we only share the data for the purpose which have been explained to you above. We make sure that all our third party processors give sufficient guarantees as to the security and confidentiality of your personal information. We will always have written agreements with the third party processors.

We do also share your information with other controllers of personal data. Such other controllers are authorities if we are obliged to share information according to law or suspected criminal activities. When your information is shared with these controllers, those controllers will be responsible for your personal information and we refer to them regarding the handling of such personal information.


We not keep your data for a longer time than what is necessary for the purposes for which it was initially collected.


The data that we collect from you is stored within the European Economic Area (“EEA”) but may also be transferred to and processed in a country outside of the EEA. Any such transfer of your personal data will be carried out in compliance with applicable laws.

For transfers outside the EEA, Björn Borg will use Standard Contractual Clauses and Shields as safeguards for countries without adequacy decisions from the European Commission.


Björn Borg is committed to protecting the privacy needs of children and we encourage parents and guardians to take an active role in their children‘s online activities and interests. Björn Borg does not knowingly collect information from children under the age of 16 and Björn Borg does not target its websites to children under 16.


You have certain rights under applicable law in relation to the processing of your personal data. These rights are (i) a right to access (a record that shows, inter alia, what data is being processed about you), (ii) rectification, (iii) erasure (right to be forgotten), (iv) restriction of processing, (v) portability, (vi) objection and (vii) a right not to be subject to a decision based solely on automated processing, including profiling, which produces legal effects concerning him/her or similarly affects him/her.


If you have any questions about this privacy policy, want to exercise your rights, have complaints or otherwise want to get in contact with us regarding privacy matters, send us an email at: You can also write to us at:

Björn Borg AB (publ)
Frösundaviks Allé 1
SE-169 70 Solna, Sweden

If you are unhappy with the way we process your personal data you can always lodge a complaint with the Swedish data protection authority at


We may change this page and our privacy policy from time to time, to reflect how we are processing your data.

If we make significant changes, we will make that clear on the website, or by some other means of contact such as email, so that you are able to review the changes before you continue to interact with Björn Borg through the website.


Björn Borg AB (publ), company reg. no. 556658-0683

Bjorn Borg Sweden AB, company reg. no. 556374-5776

Bjorn Borg Retail AB, company reg. no. 556577-4410

Björn Borg Clothing AB, company reg. no 556414-0373

Björn Borg Footwear AB, company reg. no 556280-5746

Björn Borg UK Ltd, company reg. no 07392965

Björn Borg Finland Oy, company reg. no 2126188-3

Dutch Brand Management B.V., company reg. no 34215236

Belgian Brand Management BVBA, company reg. no 0884.801.039

DBM Retail BV, company reg. no 17169366

BBM Retail BVBA, company reg. no 0810.366.902


Updated: 24 November, 2020.