Björn Borg AB

Björn Borg AB is a Swedish apparel fashion brand named after the legendary tennis player, specializing in underwear, sports apparel, footwear, and accessories. The company develops and markets products under the Björn Borg name, focusing on fashionable performance wear with vibrant patterns and innovative designs that emphasize comfort and style. Its core offerings include men's, women's, and children's underwear (52% of 2024 sales), sports apparel (25%), footwear (10%), and other items like bags and licensed eyewear (13%). Björn Borg AB operates a multi-channel distribution model encompassing own e-commerce, company stores, franchises, wholesalers, and retailers, prioritizing digital growth and consumer proximity. Key markets include Sweden (35% of sales), Netherlands (23%), Finland (12%), with expansion in Germany, Belgium, and Denmark. Headquartered in Solna, Sweden, the company maintains a solid financial profile with an operating margin around 10%, equity ratio above 50%, and a commitment to sustainability, targeting a 50% reduction in carbon emissions by 2030. Björn Borg AB plays a significant role in the athleisure sector, blending sports functionality with fashion appeal for active consumers across Europe.