In 1996, Bjørn introduced his own collection. “Bjørn Dæhlie technical wear” in cooperation with Bone Ration Sport AS, located in Oslo, Norway.
In 2001, Bona Ratio Sport AS was sold to ODLO sports group of Switzerland and Bjørn Dæhlie signed a licensee agreement with ODLO. The long tradition and industrial experience of ODLO together with Bjørn’s winning experience gave synergy in both product development, production, marketing and sales.
The brand Bjørn Dæhlie is now the global leading brand in Nordic Skiing. The products are developed for all ages and meet the demands of both cross country ski racers and recreational skiers as well as outdoor enthusiasts. The cooperation and the licensee agreement with ODLO was terminated in may 2007 and Bjorn moved the brand back to Norway.
Mr Dæhlie is the majority owner of the newly formed company Bj SPORT AS who owns all the right to the brand Bjørn Dæhlie (Bj). Mr Dæhlie has an active role in the company, particularly in the areas of product development and marketing. The second biggest shareholder is Katalysator as.
The company’s ambition is to further develop its position as market leader for apparel for nordic sport and also broaden the product portfolio to other sports and outdoors purposes such as trail running, biking and nordic walking. all season, not only cross country skiing.
Bj SPORT will together with Katalysator grow the Bjørn Dæhlie brand through targeted international distribution and by developing new products.
Bj SPORT AS is located just outside Oslo at the premises of the sport exhibition centre Exporama.