The three-year agreement positions the Swedish sports fashion brand to deepen its retail presence across two European markets, developing new product categories alongside two department stores with combined annual revenues running into the billions of kronor.
Björn Borg AB has signed a three-year retail agreement with Sweden’s Åhléns and Belgium’s Inno, aiming to broaden its assortment with new, adjacent product categories in both markets. The companies said the deal, announced March 17, takes immediate effect, with the first launches planned for autumn 2026.
New categories to expand beyond Björn Borg’s core assortment
The Stockholm-listed sports fashion group is seeking to push further into lifestyle, beyond its existing focus on underwear, sportswear, footwear and bags. While the partners did not disclose specific categories, Åhléns and Inno will carry market-specific assortments, sold through both stores and online.
Björn Borg put the estimated retail value of the partnership, including existing business between the parties, at around SEK 200 million to SEK 300 million (about €17 million to €26 million) over the three-year term. The company did not break out how much of that total is attributable to the new-category expansion.
Two retailers with deep roots in their home markets
Åhléns is one of Sweden’s largest and most established department store operators, with 52 locations and annual revenues of approximately SEK 4.9 billion (approx. €426 million). Founded in 1899 in Insjön, the family-owned group draws around 60 million store visits per year across its fashion, home, children’s and beauty offer. Subsidiaries include Åhléns Outlet and Designtorget.
Inno, the Belgian arm of the same ownership group, operates as a premium city department store across Brussels and other major Belgian cities, with a positioning that spans fashion, beauty and lifestyle. Both businesses are owned and led by Ayad Al-Saffar.
What the CEOs said
Henrik Bunge, CEO of Björn Borg, positioned the deal as a market access and consumer reach move: “Through this partnership, we can expand our presence, develop attractive offerings, and reach new consumers in a relevant and inspiring way.” Al-Saffar cited commercial potential on both sides: “Together, I see great opportunities to grow and create significant value for both parties.”
