Björn Borg Expands to China

STOCKHOLM, August 23, 2012 /PRNewswire/ –

Swedish Fashion Brand Establishes First Store In Asia

On Shanghai’s West Nanjing Rd, the luxury-shopping street that houses flagship stores
of numerous global brands, Swedish Fashion brand Bjorn Borg is now launching a
shop-in-shop in fashionable Sogo Department store. At the same time, the company
introduces their range throughout the whole of China through collaboration with e-tailer
Taobao – a Chinese equivalent to eBay or Amazon.

(Photo:
http://photos.prnewswire.com/prnh/20120823/557058 )

“This is a first step in our Chinese initiative. We are in it for the long term and
this will be followed by a number of stores both in Shanghai and the rest of China. We are
very proud to say JA! to Shanghai and China through the opening of these two channels and
hope to see a healthy growth. Our core business branded underwear is for instance a trend
that not quite has got a foothold in China yet” comments Arthur Engel, CEO of Bjorn Borg.

The Bjorn Borg offer in China will encompass a full wardrobe – from underwear and
sports wear to footwear and accessories.

Bjorn Borg’s investing partner in China, Penny York, has held senior positions since
2004 for an international underwear brand with over 500 points of sale before deciding to
join the Bjorn Borg China initiative.

“We are looking forward to establishing Bjorn Borg in China and believe that the
brand’s signature style with a mix of color, quality and fashion with a sporty twist is a
combination that fits the Chinese market very well. With Bjorn Borg’s portfolio and a
well-planned long-term enterprise we see a strong potential for the brand in the country,”
says Penny York.

        Images are available at: press.bjornborg.com
        For press enquiries, please contact:
        Pernilla Johansson, PR & Event Manager, Bjorn Borg AB.
        Phone: +46-8-506-655-13
        E-mail: pernilla.johansson@bjornborg.com

http://www.bjornborg.com

        NASDAQ OMX Stockholm. Ticker: BORG

    Photo: 

http://photos.prnewswire.com/prnh/20120823/557058

SOURCE Bjorn Borg AB