From Underwear to Lifestyle Brand
Björn Borg is mainly known for its underwear in the Netherlands, but according to Robert, the brand is much more than that. “We offer a complete range: underwear, clothing, shoes, and bags. And we keep building on that full picture,” he explains. Robert has been with the brand for 14 years and leads a team of four account managers. In addition to his leadership role, he actively contributes to sales himself.
What draws him to the brand? “The structure, the focus, and the culture. We work with clear targets and constantly ask ourselves: where are we now, where do we want to go, and what are we doing to get there? That approach still motivates me every single day. And yes, we’re also challenged to stay active—it's part of the deal,” he laughs.
Traffic Light Method: from red to green
To maintain control over their objectives, the team uses a visual system: a traffic light. Green means the goal is achieved, yellow means better than last year but below target, and red means the goal hasn’t been met. “Last year, we were at yellow. Better than the previous year, but not where we wanted to be,” Robert explains. The bankruptcies of retail partners played a role in this, but he emphasizes the resilience of his team: “We always think in terms of opportunities. By making goals smaller and more concrete, we create quicker successes. That generates energy.”
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Source: Textilia
