BJÖRN BORG RELOCATES SPORTSWEAR OPERATIONS TO STOCKHOLM
Björn Borg AB (publ) has acquired the shares of Baseline B.V. in the subsidiary Björn Borg Sport B.V. The acquisition is the first step in implementing a relocation of the Björn Borg sportswear operations to Stockholm. The company plans to increase its strategic focus on sports fashion and the transaction is a natural step to strengthen control over the sportswear operations.“Our market surveys show that consumers want a higher fashion level in their sportswear and that there is a great interest in buying sportswear from us. It is our job to cater to that. With 90% -100% brand recognition