Björn Borg is a publicly listed Swedish sports fashion brand (Nasdaq Stockholm: BORG.ST, org. no. 556658-0683) headquartered in Solna, Sweden. Founded in 1984 and named after the legendary Swedish tennis champion, the brand has evolved from its iconic colourful underwear origins into a full sport lifestyle brand spanning training clothing, performance underwear, shoes, bags, and licensed eyewear. With net sales of SEK 990 million in 2024 (+15% YoY), an average of 152 employees, and operations across 20+ markets, Björn Borg sells through its own e-commerce platform at bjornborg.com (16 market localizations), four company-owned stores (Sweden, Netherlands, Finland, Belgium), and a retail network of over 2,666 partners in Sweden alone. CEO Henrik Bunge has led the company since 2014. Trustpilot TrustScore 4.7/5 (2,760 reviews). Sweden 35% of sales; Netherlands 23%.
