The largest and strategically most important product areas, underwear as well as sports and functional apparel, are owned and managed by the Group. In 2015 the design and product development of sports and functional apparel was started up internally in Sweden, and beginning with the fall 2016 collection all sports and functional apparel will be developed by the Swedish product company.
Product development in other areas – footwear, bags, eyewear and other – is licensed to external parties.
Every product company, whether Group-owned or managed by a licensee, is responsible for design, development and sourcing of collections for every market, and for positioning products based on Björn Borg’s guidelines. The collections are shown and sold to distributors in various geographical markets for resale to retailers. The product development companies also play a supporting role for distributors and retailers in the network.
All design and product development are done internally by the companies, while production is outsourced mostly to Asia – primarily China – but in recent years more to Europe as well, which means shorter lead times and better control.
High demands are placed on quality and deliverability relative to price, and supplier performance is continuously evaluated. In production and logistics, Björn Borg is focused on increased flexibility and efficiency, two factors that have taken on greater importance in recent years in pace with the growing need for a responsive supply chain that can adapt to shifting fashions. The company also requires suppliers to comply with Björn Borg’s guidelines on working conditions and the environment.
For more information see Björn Borg’s corporate social responsibility.