Björn Borg has decided to launch the brand in China. The new business will be established together with an experienced retail partner in China, through a new company with Björn Borg as the principal owner. The aim is to position the brand among the growing legion of fashion-conscious young people in the country.
The plan is to establish sales in Shanghai during the second half of 2012, primarily through Björn Borg stores and shop-in-shops in large department stores, offering underwear, sportswear, footwear and bags. The plan also includes e-commerce.

“Our expansion into China is another important step in paving the way for Björn Borg’s future growth. We believe that Björn Borg will attract a growing middle class that wants strong, personal brands. With a knowledgeable and well-connected partner, we expect good opportunities to build sales in one of the world’s most important consumer markets,” says Arthur Engel, CEO of Björn Borg.

The expansion into China will be with a partner...