Björn Borg expands life-style providing via partnership with Åhléns and Inno

Swedish sports activities vogue model Björn Borg has signed a three-year strategic partnership settlement with Swedish division retailer chain Åhléns and Belgian retailer Inno. The collaboration focuses on the event and distribution of latest, complementary life-style classes throughout each bodily and digital retail channels.

The whole estimated retail worth of the settlement, which incorporates the present enterprise between the entities, is projected to be between 200 million Swedish kronor and 300 million Swedish kronor (21.57 to 32.36 million {dollars}) over the three-year time period. This transfer indicators a concerted effort by the Stockholm-based Björn Borg to broaden its market attain past its core segments of underwear and sportswear.

The partnership will see the introduction of classes particularly tailor-made to the Swedish and Belgian markets. These merchandise are scheduled for a phased roll-out throughout the malls’ brick and mortar places and e-commerce platforms all through the length of the contract.

Strategic development via division retailer networks

Björn Borg chief government officer Henrik Bunge famous that each companions maintain vital market positions that align with the model’s present assortment and strategic course. Bunge said that the partnership permits the model to “expand our presence, develop attractive offerings, and reach new consumers in a relevant and inspiring way.”

The settlement is efficient instantly, with the primary product launches deliberate for autumn/winter 2026 (AW26). The collaboration leverages the industrial infrastructure of Åhléns, which operates 52 malls in Sweden, and Inno, a premium-positioned retailer with a powerful presence in Brussels and different main Belgian cities.

Ayad Al-Saffar, who serves because the CEO and proprietor of each Åhléns and Inno, emphasised the potential for worth creation inside the division retailer surroundings. Al-Saffar remarked that his groups perceive how you can develop enticing choices for his or her particular buyer bases, offering a basis for development for all events concerned.

Financial and operational context

Björn Borg reported group internet gross sales of 1.04 billion Swedish kronor in 2025. While the Netherlands and Sweden stay its major markets, the model is presently lively in roughly 20 nations. Its portfolio contains underwear, sportswear, footwear, and luggage, in addition to licensed eyewear.

Åhléns, based in 1899, generates annual revenues of roughly 4.9 billion Swedish kronor and employs round 3,000 folks. The firm attracts roughly 60 million guests yearly throughout its community and contains subsidiaries comparable to Åhléns Outlet and Designtorget. Inno operates as a number one division retailer in Belgium, sustaining a premium profile within the vogue, magnificence, and life-style sectors.