Björn Borg (brand)
Björn Borg AB is a Swedish apparel fashion brand named after the former professional tennis player of the same name. The company was formerly named World Brand Management (WBM), and has stores in seven European countries, with Sweden and the Netherlands being the most important ones. New markets are Germany and the United Kingdom.
| Company type | Public |
|---|---|
Traded as | Nasdaq Nordic: BORG |
| ISIN | SE0015811807 |
| Industry | Apparel, retail |
| Founded | 1989 |
| Founders |
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| Headquarters | Solna , Sweden |
Area served | Worldwide |
Key people |
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| Products | Apparel, undergarments, etc. |
| Services | Retailing |
| Revenue | SEK 705.2 million (2020) |
| SEK 33.7 million (2020) | |
| Website | bjornborg |
WBM has since 1997 an exclusive trademarks license for the name Björn Borg, which gives them the rights to produce, market and sell Björn Borg products in all countries. It bought full rights to the trademark at the end of 2006 for $18 million. It was after this deal, WBM changed its name to Björn Borg in 2017. The main products are in the category of underclothes, shoes, purses, glasses and perfume.
The biggest Björn Borg product is underclothes.
In 2015, the company released an advergame in collaboration with Isbit Games called First Person Lover. It is a first-person shooter in which the player can customize themselves in Björn Borg branded clothing and fight using "love weapons".