Björn Borg enter the Chinese market

The Swedish underwear company Björn Borg is expending to China, opening its first shop on Shanghai’s luxury shopping street West Nanjing Road.

The shop will be located in the exclusive department store Sogo as a “shop in shop.” But Chinese customers won’t have to go to Shanghai to get the fashionable underwear or other Björn Borg items. Björn Borg makes their whole collections available at Taobao, the Chinese counterpart to eBay and Amazon.

“This is first step in our commitment to China. This is a long term investment. We plan to expand with more shops in Shanghai and other major cities in China as well. Our main product design underwear is a trend not yet developed in China,” Arhur Engel, VD at Björn Borg.

The company will not only market their underwear collection, but also sportswear, shoes and accessories.

To conquer the Chinese market Björn Borg has teamed up with Penny York, who has held senior positions since 2004 for an international underwear brand with over 500 points of sale.

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

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