Swedish underwear group Björn Borg has acquired the shares held by its UK subsidiary as it strives to become a more vertically integrated company.
Björn Borg UK, which held a 20% share, is now wholly owned by the group.
Former UK sales manager Neil Smith will take over as country sales manager for the UK branch.
Björn Borg CEO Henrik Bunge commented: “We have now taken yet another step to cut the distance between the Björn Borg headquarters and the end consumer.
“Integration is crucial to understand and consequently make a difference for consumers on our different markets”.