The history of the brand began in Sweden in 1992.
For 20 years, BAON has held a leading position in the market of outerwear and clothing for sports and outdoor activities. BAON was perceived as a brand of sportswear, comfortable and functional clothing for people leading an active lifestyle.
The slogan “Clothes with character” fully reflected the mood of the seasonal collections, and the brand’s image was inextricably linked with ski suits, jackets and down jackets.
Significant results have been achieved in this area. However, it was decided not to stop there and provide customers with a wider selection of casual clothing.
It was necessary to maintain the loyalty of the existing target audience and at the same time acquire new fans for whom fashionable clothing is an important part of life and a way of self-realization. The desire to meet the expectations of its customers, to give them the opportunity to dress beautifully, in accordance with their preferences and within the framework of current fashion trends, led to a change in the brand’s corporate style.
In 2010, BAON launched a rebranding project for the brand of the same name, the goal of which was to reposition the existing brand and enter the casual clothing market segment.
Now there are more than 150 BAON clothing stores open in Russia and the CIS.
BAON collections correspond to current trends. BAON adapts European fashion trends to the mentality of the Russian buyer and Russian weather conditions. The collections are balanced in such a way that the buyer can put together a mini wardrobe in one trip to the store, and the whole atmosphere of the store makes it easy to create your own image.
The main part of the BAON collections, about 80%, is the CASUAL collection, 20% is the ACTIVE collection. The range of women's blouses, dresses, men's shirts, knitwear, and T-shirts has been significantly expanded. In the winter collection, BAON continues to offer its customers a wide selection of outerwear (down jackets, jackets), as well as a collection of professional ski clothing.
When developing collections, designers use the total-look principle, complementing the collections of men's and women's clothing with accessories (hats, scarves, stoles, jewelry, bags, shoes).
BAON today is a worthy competitor to the world leaders in the online clothing market in the mid-price segment.
Over the years, the BAON brand has been repeatedly represented by famous people. In 2014, Ivan Okhlobystin was the brand ambassador in Russia and the CIS. Actor, screenwriter, politician, priest, father of 6 children. TOP blogger in Russia. His personal blog on Twitter, the most powerful social and media channel of the 21st century, has more than 800,000 people.
BAON regularly participates in interesting and socially significant projects. Last November, Ivan Okhlobystin presented a collection of stylish quilted jackets decorated with chevrons with the imperial flag of Russia. In addition, during the Sochi Olympics in 2014, BAON congratulated the most decorated Olympic veterans by giving them unique down jackets as part of the “Share the Warmth” campaign. And in April 2015, BAON “warmed up” the participants of the large-scale expedition “Arctic-2015”, during which a lamp lit from the Eternal Flame in Victory Park on Poklonnaya Hill was brought to the northernmost Russian village of Barentsburg on the Spitsbergen archipelago and the flags of Russia and Norway were unfurled, as well as flags of the constituent entities of the Russian Federation with a total area of over 2000 m2 in honor of the anniversary of the end of the Second World War.
In 2016, Laysan Utyasheva, a Russian athlete, Honored Master of Sports in rhythmic gymnastics, multiple winner of Russian and international competitions, world champion, six-time European champion, and popular TV presenter, became the face of the BAON brand.
The penetration of Swedish fashion into Russia rests on the shoulders of a company like Baon. This brand was born in 1976, its ancestors were the three Nelson brothers. They decide to produce sportswear for the mass consumer at affordable prices. The brothers' names were Bjorn, Anders and Olaf. Thanks to their names, the brand name appeared. They simply added the first letters of their names and added the first letter of their last name at the end. This is how Baon was born in the fashion world.
At the beginning of its journey, clothes had to be sewn by hand, and all goods were in a single copy. But soon the demand for products of this brand became enormous, and the brothers needed to ramp up production. To increase profits, the brothers are expanding the range of their products. Now they produce not only sports items, but also casual clothing. After the Swedish market fell at the feet of the Baon brand, the Nelsons decided to conquer Europe. And they succeed in this.
In 1992, Baon appeared in Russia, they produced items in the sport style. To create a vibrant collection, the corporation's leaders attracted young and talented European designers. At that time, Russian youth really lacked fashionable and stylish things, so the products of this brand were literally swept off the shelves. Moreover, at that time there were catastrophically few stores selling Baon. In Russia, the brand has simply gained cosmic popularity. This moment prompted the corporation's management to focus its attention on the Russian sales market.
Baon Corporation has two clothing lines: Baon Casual (men's and women's items for daily wear); Baon Active (things for sports activities).
In 2006, Baon became a sponsor of the Russian freestyle skiing team at the Olympics. Collaboration begins with one of the best racing teams, Lukoil.
To spread its brand and increase sales, the company has repeatedly attracted famous Russian actors, singers and athletes to advertising.
In 2010, the corporation's management decided to change the emphasis in its turnover. Now most of the items produced by the brand are aimed at everyday use. And only 20% are sports products.
Now in the Russian Federation there are approximately one hundred and fifty Baon stores throughout the country. The number of employees involved in production is about four thousand people.
The main category of consumers of this brand are people aged twenty to forty-five years old who prefer to lead an energetic lifestyle and always want to look stylish and attractive. The designers who work on creating items from this brand always carefully monitor the latest global trends and adapt them for the Russian consumer. The Baon concept is based on three fundamental principles: affordable price, comfort and stylish design. Every year the company presents a new collection of clothes and shoes. As for footwear, the main products are rubber boots and dutiks. The accessories produced by the brand are diverse. They produce hats, handbags, and gloves. In addition, the brand's product line includes swimsuits and autumn/winter outerwear using the latest technologies.
Baon is a worthy competitor to brands with a global history, which are also aimed at the middle price segment. The Corporation constantly takes part in various social projects. In the fall of 2015, the famous actor and face of Baon Ivan Okhlobystin presented a line of stylish winter quilted jackets, which were decorated with the symbols of the imperial flag. At the 2014 Olympic Games, the company honored veteran athletes and presented them with original down jackets as a present. In 2015, as part of the “Share the Warmth” program, the same down jackets were presented to members of the Arctic expedition. The purpose of this expedition was that its participants went to the northernmost corner of our country - to the village of Barentsburg. There they installed a lamp in which an eternal flame brought from Paris. Banners of two countries were also installed: Russia and Norway.
In 2016, the famous athlete and presenter Laysan Utyasheva became the face of the Baon company.
Baon is fashionable casual clothing and accessories for practical men and women who lead an active lifestyle and value high quality everyday wardrobe items. For many years, the brand specialized exclusively in outerwear and clothing for winter sports, but now it has become a leader in stylish casual fashion in Russia, and Baon is worn by both ordinary people and celebrities.
From the history of Baon clothing
The history of the Baon company began in 1976 in Sweden, when the Nelson brothers decided to start sewing comfortable and inexpensive sportswear to order. Their names were Bjorn, Anders and Olaf, so by taking the first letters of their first names and adding the first letter of their last names, they got the name for their project. At first, each item was sewn by hand in a single copy, but the demand for their goods was so great that by the 1980s they managed to put production on stream.
The business turned out to be extremely successful, and Baon expanded its scope of activity in several directions at once:
- In addition to tracksuits, casual clothing began to be produced under the Baon brand, which all young people in Sweden wanted to buy
- Having conquered the Swedish market, the company focused all its efforts on developing new territories. Baon collections began to be supplied to other European countries, where they were also received with extremely positive reviews
You can buy Baon clothes in Russia for more than 20 years!
In 1992, Baon clothing appeared in Russia. Young people, hungry for fashion, greedily bought up the entire assortment of the still small stores. The enormous popularity of the brand in Russia pushed its management to a fateful decision - to devote all its attention to the Russian market. Baon officially became a Russian brand in 1996 and has not lost its position since then, still offering high-quality and beautiful youth clothing in the mid-price category.
Baon produces comfortable clothes made from practical materials. Photo from wildberries.ru
Gradually, the desire to buy Baon clothes became mainstream, because this brand produces comfortable clothes from practical materials. Since the brand does not chase global trends, but focuses specifically on the tastes of the Russian consumer, its clothes are always original and compare favorably with other labels.
New Baon collections - casual clothing, shoes, accessories 2014
Currently, there are about 150 Baon stores in Russia and the CIS, which are replenished with approximately 1,000 new models in the men's and women's collections every season. New Baon lines are created under the guidance of Russian and European designers, and the new products of this brand are advertised by popular athletes, actors, models and showmen: Vladimir Lebedev, Alexey Kortnev, Maria Berseneva. In 2014, Ivan Okhlobystin, known for his impeccable style, became the brand ambassador.
Baon clothing is a symbol of style and comfort. Photo from wildberries.ru
Dresses, skirts, trousers, jeans, T-shirts, jumpers, cardigans, sweatshirts, sweatshirts coexist in Baon catalogs with seductive swimsuits and technological outerwear for autumn and winter. Baon jackets, down jackets and other ski clothing are in demand even among professional athletes, as they meet all the latest requirements for comfort, lightness and thermal conductivity.
Baon clothing is a symbol of style and comfort, united to create a unique Russian-Swedish brand that only gets better over the years!
Baon is a well-known Swedish brand that offers high-quality sportswear at affordable prices. The company was founded in 1976 by the Nelson brothers. The brand name is the folded first letters of the brothers' names, as well as the first of the surname (Bjorn, Anders, Olaf Nelsons).
If at the beginning of their journey they sewed all their clothes by hand, then the rapidly growing demand for their products literally “forced” them to put production on stream, offering comfortable, practical and high-quality sportswear for mass consumption.
To expand their product range, the brothers decide to start producing clothing in the increasingly popular “casual” style. They also succeed in this, and when the Swedish market is conquered, Baon decides to introduce its products to the European market.
Since 1992, sportswear under the Baon brand has appeared on the Russian market, where it creates a real sensation, gaining rapid popularity. Analyzing the results of its work, the company’s management decides to focus its efforts on the Russian market.
Thus, in 1996, the first Baon branded boutiques were opened in Russia, and in 1999, the company’s official boutique was opened in Moscow.
The secret of Baon's growing popularity in Russia is simple - they offered clothes that corresponded to the taste preferences of the Russian market, without chasing global trends. And this won over buyers. Clothes from Baon were in the “arsenal” of almost every fashionista.
What does Baon offer to its clients?
The entire range of products offered by the manufacturing company was divided into main lines:
- BaonActive – sportswear for sports and active recreation;
- BaonCasual – practical and comfortable clothes for everyday wear (collections for women and men are offered);
- BaonTechnical – high-quality clothing for skiing and recreation.
The company first presented a specialized collection of clothing for skiers and snowboarders in 2000. Successful designs combined with wearing comfort during active movements, as well as the consistently high quality of the clothing offered, were highly appreciated.
At the 2006 Winter Olympics, the company sponsors the Russian freestyle skiing team; athletes perform in branded clothing from a recognized brand.
In 2010, the company's management changed the profile of its work and now 80% of the products produced are stylish casual clothing and only 20% are sportswear for active recreation and professional sports.
In addition to the main items of sportswear, the Baon brand also produces various accessories (gloves, hats, bags), swimsuits, shoes (mainly “dutics” and rubber boots). A wide range of autumn and winter outerwear is presented, for the production of which the latest technologies are successfully used.
We can safely and confidently say that the main distinctive characteristics of any group of products offered by Baon are practical and stylish design, wearing comfort, and affordability.
The BAON online store is part of the network of clothing stores under the BAON and Desam brands. The BAON company offers its customers a wide range of clothing in three main areas: casual clothing, general sportswear for outdoor activities and special clothing for alpine skiing, taking into account the characteristics of this type of sports activity.
Short story
The company's history in Russia dates back to 1992, during a difficult period for the economy of the entire region. This year, prices were liberalized, which created excellent conditions for doing business, but at the same time, crazy inflation began, making any business an unusually risky business. However, BAON believed in the possibilities of the new market and sought to dress people in high quality clothing. BAON assumed all risk. The first BAON clothing collections were created by young graduates of European design schools and were received with a bang due to the excellent quality and elegance of the outfits. The start of activity was quite successful, and after 4 years the BAON company had already established a whole network of sales offices in Russia. As the company developed, its position in the market became noticeably stronger, and a sense of trust in the BAON brand developed among customers. In the sportswear market, BAON has become synonymous with quality and style; the company cooperates with the LUKOIL RACING Team.
Image update
Until 2001, more than half of the BAON assortment was sports equipment and approximately 40% was fashionable casual clothing. In 2010-2011, the company decided to change its image, paying more attention to casual clothing collections and giving it approximately 80% of the entire product range, accordingly reducing the share of sportswear and special ski equipment. The decision was not easy, because the sportswear market was extremely important for BAON and reducing the share of sports collections was risky, but the desire to better meet customer requirements and the great potential of the casual style direction led the company to the need for rebranding. The company faced a difficult task - to retain old customers and, following fashion trends, to win new ones. To solve such a problem, it was necessary to act extremely carefully, maximally mitigating the consequences of rebranding on the market and maintaining high quality products, so as not to disappoint those accustomed to the previous image of the company. And to gain the trust and love of new customers, clothing from the DESAM brand, which appeared in the company earlier and has now taken the lead, came in handy.
DESAM clothing
The DESAM brand appeared in 2002 with a bright and unusual collection of clothing that attracted young people with its daring image. The main direction of this clothing line is everyday life, but this was a special branch of it that drew attention to the fashion of the streets of modern cities. Shocking and dynamic outfits attracted attention and allowed the young audience to emphasize their individuality, which allowed the brand to quickly gain popularity and win a place in the hearts of customers, on store shelves and on the covers of glossy magazines. The vibrant energy of DESAM, personifying the bustling life of cities, has earned recognition among young people for the quality of its product and bold design.
Online Store
BAON keeps up with the times and explores new markets and technologies, striving to please its customers. So, for the convenience of customers of the chain of stores, the BAON online store was opened, representing the company in the Global Network. The online store offers visitors a wide range of branded clothing, both in casual style and for active recreation and skiing. In addition, on the company’s website and on the online store itself you can always find out about new promotions and sales that BAON is currently running. This is a great opportunity for active buyers who want not to miss out on a bargain and always be aware of what is happening. For Internet users familiar with online shopping, as well as for not the most advanced users, getting acquainted with the store’s capabilities will not be difficult - the design is as simple and convenient as possible. Let's take a brief look home page store:
This top part online store, the most necessary links are listed here. From here you can go to the delivery, payment and other pages, a contact phone number is also indicated here, as well as the currency of transactions (it can be changed at will; in addition to the Russian ruble, the currencies of Belarus, Ukraine and Kazakhstan are available). Below we see the direct catalog of products, departments of women's and men's clothing, store addresses and a link to the “Fashion Blog”. “Discount” and “Promotions” are highlighted in a special color, as the most popular sections. There you can find discounted clothes, as well as find out about all the current promotions.
Below are popular promotions currently running. This section of the page is constantly changing and usually takes up the largest part of the screen (this image is reduced).
Finally, at the very bottom of the page there is brief information about the BAON company itself and the online store. Concise text conveys the necessary information clearly and clearly. Below the text there is a group of links, all the names of which speak for themselves - “About us”, “News” and others. Particular attention should be paid to the terms of delivery and payment for goods, as well as the conditions for its return.
This concludes our short story about the BAON company. The undoubted advantages of this company's clothing - quality and beauty - helped BAON gain success in the market, and the company's constant search for new ways will keep it in a leadership position, and we hope that BAON will be able to delight its regular customers for a long time.
Reviews of other online boutiques are also available on our website, including, and. You can read about each one separately and compare them with each other.
