Underwear is Björn Borg’s largest product area, with models for men, women and children in a variety of categories and segments.
This is complemented by loungewear, mainly sleepwear and socks. The range consists of trendy and fashionable products with the brand’s characteristically bold prints and colours as well as a line of classic models. The range also includes a functional athletic collection and several bra models.
Björn Borg underwear is sold by independent retailers, apparel and sporting goods chains, department stores, Björn Borg stores and online. The underwear product company is owned and operated by the Björn Borg Group.
Brand sales in underwear increased marginally in 2015 to SEK 877 million, with the product area accounting for 61 percent of total brand sales. Among large markets, Sweden, Finland and the Netherlands saw good growth, while other major markets – Norway, Denmark and Belgium – reported declines.