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.

The autumn 2016 collection was the first sports and performance clothing collection designed by the Swedish product team. Product development in other areas – footwear, bags, 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 is 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.

Nothing better than a sunset workout. @ouijeremie
Beach walks with @thomasnelissen.
Sports Hour - Full body workout with Elin. Join our fitness trainer @reloadwithelin at Ödeshög, a magical place in Sweden. Let's do this! #bjornborgsportshour
Morning swim. @filipwolfe
Ready to play. @marie_reierth
Morning swim. @pipeocampo_ shot by @marcusmalm.
Saturday morning wear. @filipwolfe
Summer days, lazy days, hanging out with great friends, eating snacks, drinking a lot of water and some chilled wine… And at the same time keep up our Friday sports hour? Eh YES! This Friday we’re looking into our archives and want you to do the same - Go to our highlight “workouts” or IGTV and find whatever fits your mind and body today. Let us know what you picked! #TrainToLive #bjornborgsportshour
The perfect tote bag for every day of summer.
Out for a morning coffee - @martinhanssons wearing the Centre hoodie.