Product development

Product development

Brand and products

Björn Borg is an activewear brand offering athleisure wear, underwear (fashion and performance), swimwear, socks and loungewear.

Björn Borg’s products are sporty and modern, with clear guidelines in place to ensure a consistent, contemporary design. The feeling and expression of our garments is detailed in a design platform, complemented by instructions and inspiration for each season. These are followed by Björn Borg’s internal design department and external licensees for bags, footwear, eyewear, home wear and fragrances.

Important events in 2019

The largest product area in terms of sales is still underwear, but the fastest growing category is sports apparel.

The Björn Borg Performance collection with functional fitness clothing grew strongly during the year and our partnership with the Tough Viking and Strong Viking obstacle races has been very popular.

Two special sports apparel collections were launched: a second line in our Archive collection inspired by previous periods in the company’s history and a collaboration with Dutch style icon Joris van Velzen in the outer space-inspired MANMAN x Björn Borg collection.

Björn Borg Swimwear continues to perform well – bold patterns with strong sell-through.

There were a number of major collaborations during the year, most notably the collection released together with Swedish artist Robyn. We also launched the first of two collaborations with London-based design studio DPM, which specializes in camouflage patterns.

The underwear category was driven by three collaborations with Hypebeast, one of the world’s leading online destinations for men’s contemporary fashion, where three hot designers interpreted our Core underwear: Ryan Hawaii, Vivendii and Liam Hodges.

We also introduced underwear in innovative materials such as hemp and S.Café – a material made from recycled PET bottles and coffee grounds. These briefs have received widespread attention in the international press.

We incorporate sustainability in every design, and the number of sustainably sourced products is growing each season. These products are labelled with a B. Tomorrow tag on the garment and the homepage. A special website for our sustainability work was launched during the year. We also received honourable mention in the Drapers Sustainability Awards and were ranked in the top 25 percent of listed companies in aligning our sustainability work with the UN’s Sustainable Development Goals, in an evaluation by the business daily Dagens Industri.

Another big focus in 2019 was ensuring that we work with the right suppliers and that our products live up to high-quality expectations so that we are able over the long term to deliver products of the best quality.


Focus going forward

In 2019 we recruited our new Creative Director, Andreas Gran, whose vision is to create a distinctively Scandinavian sports fashion brand where our heritage and strong vision that sports make everyone better is reflected in everything we do. The goal is to maintain a top position in men’s underwear in our mature markets, continue to develop functional underwear, and successfully establish our sports apparel in the right channels. Adding more sustainable alternatives is a critical element in our design approach and product development.