Björn Borg products are sold at department stores, chains and independent retailers as well as through Group-owned and franchised Björn Borg stores and factory outlets. A growing share of products is sold in Björn Borg stores and online through various websites, including the Group’s web shop. This retail mix creates the right positioning in the upper mid-price segment while also generating high sales volumes.
The large network of outside retailers represents an important interface with consumers. In all, around 3,300 retailers sell Björn Borg underwear and sports apparel, including 900 in Sweden, 680 in Denmark, 640 in the Netherlands, 550 in Norway, 250 in Belgium and 280 in Finland. In smaller markets, around 850 retailers sell these products. Björn Borg products are sold through a total of around 6,000 retailers.
Fashion and sporting goods chains as well as department stores have gradually grown in importance to the sale of Björn Borg products, while independent retailers are shrinking in number. This creates a more efficient selling-in process and leads to greater exposure in areas with high customer turnover.
Underwear from Björn Borg is often displayed centrally in department stores, retail chains and fashion boutiques. From well-stocked displays, the products build brand awareness. Björn Borg provides the stores with flexible Point of Sale solutions for small spaces, along with fast service and replenishment. This facilitates sales at the retail level – a strong sales argument for Björn Borg’s distributors. In several major chains and department stores, Björn Borg products are displayed separately in so-called shop-in-shops with the brand’s own décor.