Björn Borg

Björn Borg AB: A Fashion Brand with a Sporting Legacy

Björn Borg AB is a Swedish fashion company that owns and develops the Björn Borg brand. The company is named after the legendary tennis player and is known for its sporty, yet stylish apparel and accessories.

Core Business

• Apparel: Underwear, sportswear, and other clothing items.
• Accessories: Bags, eyewear, and footwear (through licensing).
• Licensing: The company licenses its brand for use in other product categories.

Brand Identity

Björn Borg aims to create products that make customers feel active and attractive. The brand's identity is characterized by a sporty aesthetic combined with fashion-forward designs.

Markets

Björn Borg products are sold in approximately 20 markets worldwide, with Sweden and the Netherlands being the largest. The company is expanding its presence in markets like Germany and the United Kingdom.

In essence, Björn Borg AB is a fashion company that successfully leverages the iconic tennis player's name to create a popular and recognizable brand.