The Brand

Since 1997, the Group has had a license granting exclusive rights to manufacture, market and sell products under the Björn Borg name. In December 2006 the Group acquired the Björn Borg trademark and obtained exclusive global rights to its use for all categories of products and services. By owning the trademark, we can operate from a strong position in the international market, at the same time that ownership provides long-term security to the entire network. The Björn Borg trademark covers all versions of the well-known Björn Borg signature and other logos the Group uses.

Clear profile and strong position

The Björn Borg trademark in its present form was registered in the late 1980s and established in the Swedish fashion market in the first half of the 1990s. New product areas and geographical markets have been established since then, and the company has experienced stable growth that has accelerated in the last three years. Continuity has given the brand a clear identity and strong position in its markets.

One of the reasons for the brand’s success has been the ability to keep the collections on the forefront of fashion and trends. The brand is characterized by quality products with creative and innovative design, with a strong position among the younger age groups and with a faithful core of customers in all ages.