Swedish Björn Borg with first store in Asia
Shanghai’s West Nanjing Road has become the location for luxury shopping and the home of flagship stores of numerous global brands and Swedish Fashion brand Björn Borg is now launching its first Asian location as a shop-in-shop in the fashionable Sogo department store and launches its broad ranges in China online in collaboration with e-retailer Taobao
These first steps in China will be followed by more and the company plans to open a number of stores both in Shanghai and all of China and CEO Arthur Engle of Björn Borg is convinced that the core business of the company, namely branded underwear will lay the ground for a trend that has not yet gained a foothold in China. However, the company will offer the full wardrobe line in China from underwear and sport’s wear to footwear and accessories. The investment partner in China is Penny York who held senior positions since 2004 for an international underwear brand with 500 sales points before joining Björn Borg’s initiative in China.