The company was formerly named World Brand Management (WBM), and has stores in seven European countries, with Sweden and the Netherlands being the most important ones.

It is a first-person shooter in which the player can customize themselves in Björn Borg branded clothing and fight using "love weapons".

[5] On 13 August 2008, the Swedish newspaper Göteborgs-Posten reported finding high levels of the environmental estrogen nonylphenol ethoxylate (NPE) in Björn Borg underwear.

The Swedish Textile Importers Association had recommended against the use of nonylphenol ethoxylates, and had recently proposed a limit of 250 mg of NPE/kg of textiles, whereas the Swedish Society for Nature Conservation and the Svenskt Vatten (sv) (Sweden's municipal water service company) recommend a limit of 20-50 mg NPE/kg.

[6] Annacarin Modin, Product Manager at Björn Borg AB, was quoted as indicating that the company complied with the regulations of the Textile Importers, and that their own analysis of randomly-selected batches of underwear showed an NPE content of 120-200 mg NPE/kg.