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.
