Own E-commerce
Björn Borg’s e-commerce platform serves as a direct-to-consumer gateway, offering the full range of products online for a personalized shopping experience, enhanced by cutting-edge technology and customer service.
How e-commerce at Björn Borg works
The process
Björn Borg operates its own online store where it sells its products directly to consumers. This platform allows for full control over the brand presentation, pricing, and customer engagement. It often features a wider range of products, including online-exclusive items.
How is the money made?
The company earns revenue from each sale made on the website at retail prices. Operating the sales platform internally allows Björn Borg to retain full profit margins without sharing them with third-party retailers.
Trendsetting with E-commerce
As a direct portal to the latest in sports and lifestyle fashion, our online store not only showcases the diversity of our offerings but also serves as a vital, real-time gauge for consumer trends and preferences. This unique position allows us to quickly adapt and respond to the evolving market, ensuring that Björn Borg remains at the forefront of fashion innovation.
+36%
Growth in e-commerce (2023)
358m
The total turnover of own e-commerce and so-called e-tailers. 307m in 2023
Key facts
Extensive product range
E-commerce platforms showcase the entire range of Björn Borg products, offering greater diversity than physical stores.
Data-Driven Insights
The online channel provides valuable consumer data that helps Björn Borg quickly identify and respond to emerging trends.
Global Reach
E-commerce breaks geographical barriers, allowing Björn Borg to reach a global audience and explore new markets with lower risk.
Growth strategy
Expanding Retail Footprint
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Optimise existing stores
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Enhancing customer experience
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Leverage technological advancements
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Increasing synergy between online and offline
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Strengthening brand engagement and loyalty
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Sustainability
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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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