Bjorn Borg stretches to join global sportswear players
London — Bjorn Borg AB, the underwear and sportswear label named after one of Sweden’s best-known tennis players, plans to expand in the UK, Germany and the US as it sets its sights on becoming a global brand. So far in its current five-year plan, Bjorn Borg has mostly focused on the Nordic and Benelux countries. But to continue growing after 2019, when the current plan ends, the company is now starting a push in the UK and Germany and will thereafter likely target the US, CEO Henrik Bunge said in a September 7 interview. "To make Bjorn Borg a global, iconic brand that you can find everywhere, the UK and Germany is the next step," the CEO said at the company’s headquarters in central Stockholm. "Towards the end of the current business plan, in 2018 and 2019, it’s time to look at most probably the US." Since Bunge took over in 2014, a brand associated with brightly coloured underwear has become a sportswear label that offers sweaters, pants, tights, shorts and skirts. That has coinci...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.