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 is managed within the Björn Borg Group.
Brand sales in underwear increased in 2019 to SEK 960 million (956) and the product area accounted for 59 percent (60) of total brand sales. Among large markets, Sweden, the Netherlands, Norway and Germany grew during the year, while Finland and Denmark decreased. Smaller markets such as England and Belgium reported declines compared with 2018.