Product areas

Product areas

The largest and strategically most important product areas, underwear and sports and performance apparel, are owned and managed by the Group. Design and product development of sports and performance apparel were moved from the Netherlands to Sweden in 2014, and since 2015 have been managed from the Swedish head office.

Product development in other areas – footwear, eyewear and other – is licensed externally.

Every product company, whether Group-owned or licensed, is responsible for design, development and sourcing of collections for all markets, 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 mostly outsourced to Asia – primarily China – but in recent years to Europe as well, mainly to Turkey, which means shorter lead times.

High demands are placed on quality and deliverability relative to price, and supplier performance is continuously monitored. 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 changing fashions. The company also stresses that suppliers follow Björn Borg’s guidelines on working conditions and the environment. For more information on Björn Borg’s corporate social responsibility, see page 30 in the Annual Report for 2020 and on the sustainability section.

Just a little bit of humble-bragging.

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Sports Hour @janicechantel.

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Now available: perfect gifts. Explore XMAS at bjornborg.com.

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In early November we gathered all our teams across Europe for our Björn Borg Global Brand Summit - including two days of presentations and adventures. And yes, it's our Head Coach (CEO) screaming "WE ARE LIVE" in the beginning.
We don't live to train, we #TrainToLive.

Thank you @homagesthlm and everyone involved.

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At Björn Borg, we train to live, and we live to inspire people to become the best version of themselves. To become the best version of yourself you need goals. Here’s a few “green” ones among our colleagues for 2022. 

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Sports Hour @madiekeee. P.S. you don’t necessarily need sand dunes to get the workout done.

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DNA.

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For both him and her. Find your new favourite at bjornborg.com.

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3 quick tips to take care of your Björn Borgs.

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Sports Hour. Let’s get it. @alicestenlof

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AW22 for him. Find your new favourite piece for any active occasion.

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@janicechantel in Seamless Rib Tights and Performance Low Seamless Bra.

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Heritage.

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Remember Father’s Day - follow the link in stories to our Underwear Guide to find the perfect gift.

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Looking for early Christmas presents? Check out our Gift Guide at bjornborg.com.

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