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Brand Showcase: Björn Borg

Björn Borg is a sports fashion brand established in the Sweden in the early 1990s. The focus of the business is underwear and sports apparel as well as the licensing of footwear, bags and eyewear.

The underwear and sportswear brand is, of course, named after one of Sweden’s best-known tennis players, the legendary Björn Borg. Its products are sold in around 20 markets, of which Sweden and the Netherlands are currently the largest, and it plans to expand in the UK, Germany and the US as it sets its sights on becoming a global brand.

Björn Borg is distinguished by creative products that feature the brand’s typically sporty identity – products that make customers feel active and attractive. A passion for sports fashion and willingness to challenge the industry shine through in marketing communications and product development.

Its brand mission is to be the number one sports fashion brand for people who want to feel active and attractive. It aims to empower people to be the best version of themselves – built by a confidence that they can do anything, change everything and make a difference.

Newly appointed UK managing director Daniel Bromley says: ”I am excited and proud to be a part of an amazing brand with such a strong heritage in sport and sports fashion. We have an exciting growth plan in underwear and sports fashion across the wholesale and retail channels for the UK. We plan to maintain our loyal customers while also engaging with Generation Z with innovative new launches in product and exciting marketing plans for 2018.”

Björn Borg is currently selling in autumn 18 products for delivery in August/September 2018.

For any wholesale enquiries please call 0207 6371395.


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