In 2020, Swedish fashion and sportswear brand Björn Borg AB made a pivotal move by relocating its headquarters to Frösundavik in Solna, a municipality located just north of central Stockholm. This strategic decision marked a new chapter in the company’s evolution, reflecting its commitment to modernization, innovation, and long-term growth.
The new location at Frösundavik places the brand in one of Stockholm’s most prominent business hubs—an area known for its vibrant corporate community and contemporary infrastructure. The Frösundavik complex is home to several high-profile companies, fostering a dynamic, collaborative environment that supports Björn Borg AB’s aspirations for global expansion and brand revitalization.
Previously headquartered in a repurposed power station in Stockholm, Björn Borg’s choice to move signaled a shift from its industrial-chic roots toward a more forward-looking and sustainable business model. The relocation allows the company to better align its operations with its values of performance, innovation, and environmental consciousness.
The move also positions Björn Borg AB closer to key partners, suppliers, and international transport links—an essential consideration for a company whose products are distributed across Europe and beyond. From bold, fashion-forward underwear to performance athletic wear, the brand continues to push boundaries while staying true to its sporting heritage.
In summary, the relocation to Frösundavik represents more than just a change of address—it symbolizes Björn Borg AB’s readiness to adapt, evolve, and lead in the competitive world of fashion and sportswear. As the company steps into this new era, its iconic name remains a powerful reminder of Swedish excellence on and off the tennis court.
