Wholesale
Björn Borg’s wholesale channel strategically distributes our comprehensive range of products through a robust network of retailers and distributors worldwide, effectively increasing brand reach and market penetration.
65%
Of Group's net sales in 2023
+7%
Increase in sales 2023
577m
SEK revenue in 2023
How wholesale at Björn Borg works
The process
Björn Borg sells its products in bulk to third-party retailers, which include department stores, specialty stores, and sports apparel chains. These products are then sold by these retailers to the end consumers. The company provides these partners with marketing support and sometimes exclusive merchandise to boost sales.
How is the money made?
Björn Borg makes money by selling its products at a wholesale price, which is usually lower than the retail price to allow margin for the retailers. The volume of sales through these channels is typically high, compensating for the lower per-unit profit margin.
Wholesale example
Björn Borg signs an agreement with a major European department store chain to stock its new line of performance sportswear. The company supports the launch with co-branded marketing materials and promotions designed to drive traffic to the stores and increase sales volume.
Amplifying Brand Reach
Björn Borg uses a broad network of trusted retail partners to distribute its sports apparel and lifestyle products globally. This strategy enhances brand visibility and ensures product availability across diverse markets, from boutique shops to major department stores, effectively increasing market penetration and driving sales growth.
Growth strategy
Geographic and market expansion
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Enhancing Distributor Engagement
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Operational Efficiency and Flexibility
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Sustainability in Distribution Practices
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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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