Henrik Bunge has been named as the new CEO of Swedish underwear brand Björn Borg.
Bunge joins the label from Peak Performance, where he worked as CEO for the sports and casual clothing brand.
Prior to this role, he headed up the Adidas Group in the Nordic region.
The company said that in both roles, Bunge “successfully propelled the organizational development with a strong goal-oriented and motivated focus, and was able to generate volume growth and earnings increases in a short time”.
He will take up the new role on 1 August, with vice president Henrik Fischer continuing as acting CEO until then.
“Henrik Bunge is a visionary leader with a powerful force of execution. His experience from leading retail and e-shopping operations with strong lifestyle brands will contribute valuable expertise to Björn Borg. With Henrik Bunge’s contribution of experience and energy, we will gain the perfect prerequisites for further developing Björn Borg,” said Björn Borg chairman Fredrik Lövstedt.