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 colors as well as collections of classic models. It also includes a performance underwear collection and several models of bras.
Björn Borg underwear is sold by independent retailers, apparel and sporting goods chains, department stores, Björn Borg stores, and our own and external e-commerce. Product development for underwear is managed within the Björn Borg Group.
Brand sales in underwear decreased in 2020 to SEK 843 million (960) and the product area accounted for 56 percent (59) of total brand sales. Among large markets, Germany and Finland grew during the year, while Sweden, the Netherlands, Norway and Denmark decreased. Smaller markets such as Belgium reported growth, while England declined compared with 2019.