Fashion and lifestyle brand Björn Borg will launch in China for 2012, after establishing a new joint venture to handle its distribution in the country.
The underwear, clothing, footwear and accessories label will establish sales in Shanghai during the second half of 2012, with the aim of positioning its brand among the ‘growing legion of fashion-conscious young people’ in the country.
Primarily the brand will target through Björn Borg stores and shop-in-shops in large department stores, offering underwear, sportswear, footwear and bags, as well as planning to include an e-commerce offering.
“Our expansion into China is another important step in paving the way for Björn Borg’s future growth. We believe that Björn Borg will attract a growing middle class that wants strong, personal brands. With a knowledgeable and well-connected partner, we expect good opportunities to build sales in one of the world’s most important consumer markets,” says Arthur Engel, CEO of Björn Borg.
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