Operations

Underwear is our core and largest business area. With our innovative design, unique patterns and bold colours Björn Borg has contributed to make underwear a fashion product. We continue to push the fashion underwear market with an organisation of experienced, creative and passionate co-workers and strong distributors.

Björn Borg’s product offer includes several concepts of underwear for men and women, and adjacent products, such as swimwear, socks and a small apparel line. Moreover, Björn Borg offer footwear and, through licencees, also bags, fragrances and eyewear.

Operations are conducted through a network of product companies and distributors, which are either part of the Group or independent companies with licenses for product areas and geographical markets. The network also includes both Group-owned and franchised Björn Borg stores. The Group has operations at every level from brand development to consumer sales in its own stores.

Björn Borg’s business model facilitates geographical and product expansion with limited risk and capital investment, at the same time that control of the brand rests with the Group. Our vision is to become the champion of the world of fashion underwear, with an innovative product offer and a successful business model.

Total sales of Björn Borg products in 2008 amounted to approximately SEK 2 billion, excluding VAT. Group net sales amounted to SEK 527 million in 2008, with 88 employees at year-end. The Björn Borg share is listed on Nasdaq OMX Nordic, Mid Cap list, since May 7, 2007.