Björn Borg is a global firm, established in 1997, producing and selling underwear, loungewear, socks, swimwear, sportswear, footwear, bags and fragrances. Having already launched a successful eCommerce site with Vaimo in 2012, Björn Borg decided to take on another project: making the website fully responsive which was launched in May 2013.



  • Merchant:  Björn Borg
  • Industry: Apparel
  • Magento Edition: Magento Enterprise
  • Base Engine: Innovate
  • Markets served: around 20 offline markets, while their eCommerce market is global
  • Web sitewww.bjornborg.com
  • Project hours: 393 hours
  • Project duration: 16 weeks

Mikaela Jansson, E-commerce Manager at Björn Borg:

The share of traffic coming from mobile devices has doubled in the past year, which of course justifies developing solutions that will enable us to meet the client in the best way regardless of the channel. We have seen good growth in both traffic and conversion rate since we launched the responsive website.”

The Challenge

Björn Borg customer target group are young people, who increasingly use tablets and phones when visiting the Björn Borg site. It was important for Björn Borg not to loose the market and sales opportunities, therefore it decided to take on responsive eCommerce project. It was a challenge developing on a responsive theme as this was one of Vaimo’s first delivered projects on responsive technology.

The Solution


Vaimo helped to re-design Björn Borg’s web site to make sure it responds and gives optimal viewing depending on the user’s device screen size, platform and orientation. The starting point was Björn Borg’s previous web site with only small adjustments to the desktop version, but a completely new design and feature set was created for the tablet and mobile.


  • Responsive design for mobile phone
  • Responsive design for tablet


Click here to download pdf and read more.

Click here to experience Björn Borg’s new web site.

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