Björn Borg
Björn Borg AB (listed company) · Sweden
Björn Borg is a Swedish apparel brand founded in 1989 and operated by the listed company Björn Borg AB. Underwear is its largest product category, alongside sportswear, shoes and accessories.
| Founded | 1989 |
|---|---|
| Founders | Björn Borg, Anders Arnborger, Louise Hildebeck |
| Owner | Björn Borg AB, listed on Nasdaq Nordic (BORG) |
| Headquarters | Solna, Sweden |
| Segment | Sportswear and outdoor |
| Website | bjornborg.com |
What is Björn Borg?
Björn Borg is a Swedish apparel brand named after the tennis player of the same name. It was founded in 1989 by Björn Borg, Anders Arnborger and Louise Hildebeck. The company behind it, Björn Borg AB, is publicly listed on Nasdaq Nordic under the ticker BORG and has its headquarters in Frösundavik, Solna, Sweden, where it moved in 2020.
History
The business was originally named World Brand Management (WBM). WBM held an exclusive licence for the Björn Borg name from 1997 and bought the full trademark at the end of 2006. The company renamed itself Björn Borg in 2017.
Products and positioning
Underwear is the brand's largest product category. The range also includes sportswear, shoes, handbags, eyewear and perfume. The brand sits in the mid-market and combines a sports heritage with fashion-led basics.
Business model and distribution
Björn Borg operates stores in seven European countries, with Sweden and the Netherlands described as the most important markets, and Germany and the UK as newer ones. It also sells through retail partners and online.
- Listed on Nasdaq Nordic as BORG
- Own stores in seven European countries
- Sweden and the Netherlands as key markets
Revenue for 2020 was reported as SEK 705.2 million, with an operating income of SEK 33.7 million.
Why it matters
Björn Borg is a rare example of a brand built on an athlete's name that grew into a listed Nordic apparel company. Its path from licensee to full trademark owner is a useful case study in brand management and licensing for the sportswear and underwear categories.
Frequently asked questions
Who owns Björn Borg?
The brand is operated by Björn Borg AB, a publicly listed Swedish company traded on Nasdaq Nordic under the ticker BORG. The company bought the full trademark at the end of 2006.
Where is Björn Borg from?
Björn Borg is a Swedish brand founded in 1989 and headquartered in Solna, Sweden.