Björn Borg products are sold in department stores, chains and independent retailers as well as through Group-owned and franchised Björn Borg stores and factory outlets. A growing share is sold in Björn Borg stores and online through various websites, including the Group’s webshop. This combination creates the right positioning in the upper mid-price segment while also generating high sales volumes.
The expansive network of retailers represents an important interface with consumers. In all, around 3,700 retailers sell Björn Borg underwear and sports apparel, including 900 in Sweden, 520 in Denmark, 660 in the Netherlands, 640 in Norway, 240 in Belgium, 280 in England and 460 in Finland. In smaller markets, around 900 retailers sell these products. Björn Borg products are sold by a total of around 4,600 retailers.
Apparel and sporting goods chains and 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 high traffic areas.
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 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 shop-in-shops with the brand’s own decor.