Licencing
Through licensing agreements, Björn Borg extends its brand into new product categories and markets, managed by carefully selected external partners
1%
Of Group's net sales in 2023
9.1m
Net revenue in 2023
8.1m
Operating profit in 2023
How licencing at Björn Borg works
The process
Björn Borg licenses its brand to third-party manufacturers who produce and sell Björn Borg-branded products in categories outside the company’s primary product lines, such as eyewear or footwear. This extends the brand into new markets and product categories without the need for Björn Borg to manage production and distribution.
How is the money made?
Björn Borg earns revenue through licensing fees, which could be upfront payments, royalties based on sales, or a combination of both. This provides a steady income stream without the significant capital investment required for product development and market entry.
Licencing example
Björn Borg enters a licensing agreement with a reputable eyewear manufacturer to develop and distribute Björn Borg-branded sunglasses. The company receives an annual licensing fee plus royalties based on the sales volume, expanding its brand presence in the luxury accessories market without incurring production costs.
Strategic Brand Expansion
Licensing allows Björn Borg to expand its brand presence into new product categories and markets with minimal risk. Through partnerships with leading manufacturers, the brand can leverage external expertise and production capabilities to offer a broader range of Björn Borg-branded products, enhancing brand visibility and diversification.
Key facts
Innovation Synergies
Licensees are encouraged to collaborate on product innovation, incorporating Björn Borg’s signature style and technological advancements.
Market Expansion
Licenses enable entry into markets and categories that complement our core offerings, facilitating brand diversification.
Quality Assurance Protocols
Regular audits and strict compliance guidelines ensure that all licensed products maintain the brand’s high-quality standards.
Growth strategy
Enhancing user experience
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Aggressive digital marketing
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Market specific campaigns
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Technology integration
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Sustainability focus
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Our 5 operations
Wholesale
Wholesale involves selling Björn Borg products in bulk to various retailers who then sell these items to their customers. This allows the brand to reach a wide audience without directly managing numerous retail outlets.
325,253 TSEK in January-June 2024
Own ecommerce
E-commerce refers to selling Björn Borg products directly to consumers through the brand’s own online platform. This channel offers convenience to customers by allowing them to shop from anywhere at any time and often provides access to a wider range of products.
81,405 TSEK in January-June 2024
Own stores
Own Stores are retail outlets directly owned and operated by Björn Borg. These stores provide a controlled environment to showcase the brand’s full product range, deliver a consistent brand experience, and directly interact with customers.
50,682 TSEK in January-June 2024
Distributors
Distributors are external partners who help Björn Borg extend its reach by selling its products in various markets where the brand does not have a direct presence. Distributors are typically responsible for managing the sales and logistics in their designated areas.
22,561 TSEK in January-June 2024
Licencing
Licensing allows Björn Borg to expand its brand into new product categories or markets without directly managing manufacturing and distribution. In this model, external partners produce and sell products under the Björn Borg brand in exchange for a fee or royalties.
1,701 TSEK in January-June 2024
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