Product development

Product development

Björn Borg is a sports fashion brand offering sports apparel (training and leisure), underwear (fashion and sport), bags, swimwear, socks and lounge wear. Björn Borg also offers footwear and eyewear made under license.

A first test generation of training equipment sold out to be refilled in 2022.

Björn Borg’s products are sporty and modern, with clear guidelines in place to ensure a consistent, contemporary design. The feeling and expression in our garments are set out in a design platform based on timeless Scandinavian aesthetics. In recent years, expressions on both product and communication have been redirected to clarify the company’s identity. A modern, Scandinavian, and unique expression, in which the company’s values were allowed to play a more central role, was established. The new creative direction has since characterized the collections in a very positive way. Furthermore, Björn Borg’s internal design and product department, as well as external licensees, are governed by high sustainability goals and quality requirements.

Important events in 2021

The global pandemic and external factors such as skyrocketing commodity prices, transport delays and capacity constraints have strongly affected operations in 2021. With a clear focus, smaller but highly skilled in-house teams with strong passion, these have been parried in a strong way with good results.

During the year, four collections were released, with sportswear still in focus. One highlight is the Seamless collection, which has become one of the best-selling products in its own channels since its introduction in the spring of 2021. Another is that clothes for racket sports are now available all year round. The brand’s relevance in the current padel trend is great. With growing e-commerce, a number of faster drops were also made in our own channels.

During the year, collection adjustments were made within Him Underwear with a positive effect on the pre-order book. The pace of development of the brand’s driving Underwear concept was increased in order to maintain the leading position in Underwear him in the established markets.

A first test generation of training equipment sold out to be refilled in 2022.

As a result of the pandemic, but also the compa- ny’s sustainability work, more suppliers in Europe have opened up for future growing cooperation. Building a strong brand has been a central ambition for many years. In this respect, all categories play an important role and the collaboration with the Varberg-based Bag team and the Footwear license was intensified during the year.

In November, Björn Borg, as a member of STICA, officially committed to reaching the goal of reducing the company’s carbon dioxide emissions by 50% by 2030 (Base year 2020). During the year, the company’s sustainability group worked hard on the governing documents that will direct the sustainability work in the future. The goal is for 90% of the company’s employees at HQ and sales offices to have function-driven goals for sustainability in 2022. In the autumn of 2021, the first 100% sustainably sourced collection was delivered by Sports Apparel and Underwear.

Focus going forward

In 2022, a lot of focus will be placed on growing Sports Apparel through a broadening and deepening of the range and fine-tuning of the price structure. Much focus will also be put on the growing e-commerce and optimizing the product range for it. Regarding sustainability, the focus will be on reducing energy- related emissions in production, converting materials into better alternatives and setting strategies to eliminate air freight in the long term.

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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