Swedish sports fashion brand Björn Borg has signed a three-year strategic partnership agreement with Swedish department store chain Åhléns and Belgian retailer Inno. The collaboration focuses on the development and distribution of new, complementary lifestyle categories across physical and digital sales channels.
The estimated total retail value of the agreement is between 200 million and 300 million Swedish krona (27.9 million euros) over the three-year term. This includes existing business between companies. The move signals a concerted effort by Stockholm-based Björn Borg to expand its market reach beyond its core underwear and sportswear segments.
The partnership will enable the launch of categories specifically tailored to the Swedish and Belgian markets. These products are planned for a gradual roll-out in the department stores’ brick-and-mortar branches and e-commerce platforms during the contract period.
Strategic growth through department store networks
Henrik Bunge, Chief Executive Officer (CEO) of Björn Borg, emphasized that both partners hold significant market positions. These are in line with the current range and strategic direction of the brand. Bunge explained that the partnership allows the brand to “expand its presence, develop attractive offerings and reach new consumers in a relevant and inspiring way.”
The first product launches are planned for autumn/winter 2026. The collaboration leverages the commercial infrastructure of Åhléns, which operates 52 department stores in Sweden, and Inno. Inno is a premium-positioned retailer with a strong presence in Brussels and other major Belgian cities, which was part of the German department store group Galeria until mid-2024 and was then taken over by Åhléns majority owner Axcent of Scandinavia.
Ayad Al-Saffar, CEO of Axcent of Scandinavia, highlighted the potential for value creation in the department store environment. Al-Saffar noted that his teams understand how to develop attractive offers for their specific customer bases. This provides a foundation for growth for all parties involved.
Financial and operational context
Björn Borg reported consolidated sales of 1.04 billion Swedish krona in 2025. The Netherlands and Sweden remain the main markets. The brand is currently active in around 20 countries. The portfolio includes underwear, sportswear, shoes and bags as well as licensed eyewear.
Åhléns was founded in 1899 and generates annual sales of approximately 4.9 billion Swedish krona. The company employs around 3,000 people. The company attracts around 60 million visitors annually to its network and includes subsidiaries such as Åhléns Outlet and Designtorget. Inno operates as a leading department store in Belgium and maintains a premium profile in the areas of fashion, beauty and lifestyle.
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