Swedish underwear brand Bjorn Borg is launching across China, this season.
The brand is set to launch its first Chinese shop-in-shop in the Sogo department store on Shanghai’s West Nanjing Road.
At the same time, the company will introduce its range throughout the whole of China, through a collaboration with e-tailer Taobao – the Chinese equivalent to eBay or Amazon.
Bjorn Borg chief executive Arthur Engel said: “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 inShanghai 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."
The Björn Borg offer in China will encompass a full wardrobe, from underwear and sports wear to footwear and accessories.
Björn Borg’s investing partner in China, Penny York, held a series of senior positions for an international underwear brand – with over 500 points of sale – before deciding to join the Bjorn Borg China initiative.
She said: "We are looking forward to establishing Björn 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 Björn Borg’s portfolio and a well-planned long-term enterprise we see a strong potential for the brand in the country."