Björn Borg AB

The Björn Borg Group owns and develops the Björn Borg brand. The focus of the business is on underwear and sports apparel as well as the licensing of footwear, bags and eyewear. Björn Borg products are sold in around 30 markets, of which Sweden and the Netherlands are the largest. The Björn Borg Group has operations at every level from branding to consumer sales in its own Björn Borg stores and e-commerce. Operations comprise brand development and services for the network of licensees and distributors as well as product development in the core underwear and sports apparel businesses. The Group is also responsible for distribution of underwear and sports apparel in Sweden, England and Finland, as well as footwear in Sweden, Finland and the Baltic countries. The sports apparel operations of the subsidiary Björn Borg Sport in the Netherlands are currently being transferred to the Swedish product company in Stockholm, which to date has only been responsible for the underwear product company. Björn Borg's largest product group, underwear, has a strong foothold in established markets, and generally it is with underwear that Björn Borg launches in new markets. With innovative product development, consistent marketing communications and efficient distribution, the potential is in place for a further expansion of the Björn Borg brand.