Own stores
Physical stores are not just sales points; they are vital in enhancing brand visibility, enriching customer experience, and driving substantial revenue growth.
25%
of Björn Borg’s total sales come from our stores
16
Björn Borg stores globally
How the Björn Borg stores work
The process
Björn Borg operates its own branded retail stores, which are located in high-traffic shopping areas. These stores not only sell products but also serve as showrooms for the brand, enhancing customer experience and engagement with hands-on product trials and in-store exclusives.
How is the money made?
Revenue is generated from sales to customers who visit these stores. Björn Borg benefits from higher margins as there is no middleman between the brand and its customers in this setup.
Own stores example
A Björn Borg flagship store in Stockholm features the latest collections and offers personalized shopping experiences, such as custom fittings and style advice. The store hosts weekly fitness events that help build a community around the brand and drive regular foot traffic, boosting sales.
Core to Our Strategy
Physical stores are not just sales points; they are vital in enhancing brand visibility, enriching customer experience, and driving substantial revenue growth.
Key facts
Exclusive brand experience
Björn Borg uses a mix of in-house and external distribution networks. This hybrid approach allows for a balance between direct control over brand management and leveraging external expertise for market penetration.
Local Consumer Engagement
The brand strategically distributes its products across a wide range of markets, including established and emerging regions, ensuring widespread availability and brand presence. This geographical diversification reduces market-specific risks and capitalizes on global opportunities.
High-Quality Customer Service
Björn Borg’s distribution strategy is supported by a flexible supply chain that can quickly adapt to changes in demand or market conditions. This agility is crucial for maintaining efficiency and minimizing costs, especially in fast-changing fashion and retail environments.
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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