Home / Knowledge / News / Apparel/Garments / Swedish fashion brand Björn Borg opens first Chinese store

Swedish fashion brand Björn Borg opens first Chinese store

23
Aug '12
On Shanghai’s West Nanjing Rd, the luxury-shopping street that houses flagship stores of numerous global brands, Swedish fashion brand Björn Borg is now launching a shop-in-shop in fashionable Sogo Department store. At the same time, the company introduces their range throughout the whole of China through collaboration with e-tailer Taobao – a Chinese equivalent to eBay or Amazon.

“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 in Shanghai 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”, comments Arthur Engel, CEO of Björn Borg.

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, has held senior positions since 2004 for an international underwear brand with over 500 points of sale before deciding to join the Bjorn Borg China initiative.

“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,” says Penny York.

The Group owns the Björn Borg trademark and its operations are focused on underwear. To that is offered adjacent products, footwear and through licensees also bags, eyewear and fragrances. Björn Borg products are sold in around twenty markets, of which Sweden and Holland are the largest.

Björn Borg Ab


Must ReadView All

Pic: Shutterstock

Apparel/Garments | On 7th Aug 2020

Bangla RMG units' orders saw 81% contraction in Apr: WTO

The pandemic has exposed Bangladesh's garment sector's sensitivities...

Pic: Shutterstock

Apparel/Garments | On 7th Aug 2020

Egypt's garment exports decline 24% in H1 2020

Exports of readymade garments from Egypt fetched $614 million in the...

Pic: New York & Company

Retail | On 7th Aug 2020

Sunrise Brands to operate RTW Retailwinds e-com business

RTW Retailwinds recently announced that it has entered into an asset...

Interviews View All

Top executives, Association

Top executives
Association

'Support and Outreach' huge relief for MSMEs

Software Firms, Head honchos

Software Firms
Head honchos

Blockchain technology will shorten lead times

Textile Industry, Head honchos

Textile Industry
Head honchos

Opportunity now to reimagine processes & systems in a digital environment

Mirella Sardini,

Mirella Sardini

A leading manufacturer of automated machinery and equipment for the...

Verena Ruckh,

Verena Ruckh

Brückner Trockentechnik develops, manufactures and supplies textile...

Puneet Jain & Yatin Jain,

Puneet Jain & Yatin Jain

Odhni is an indutva or ethnicwear brand started in 1999 by the Jain...

Mohammad Hassan, Biax Fiberfilm

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Brad Holschuh, Wearable Technology Lab, University of Minnesota

Brad Holschuh
Wearable Technology Lab, University of Minnesota

A new study led by researchers at the University of Minnesota's Design of...

Ayyappa Nagubandi, Broadcast Wearables Pvt Ltd

Ayyappa Nagubandi
Broadcast Wearables Pvt Ltd

Hyderabad-based Broadcast Wearables has come up with the country's first...

Seema Agrawal, Artisan Saga

Seema Agrawal
Artisan Saga

Artisan Saga, founded by Kaushik Rajani and Seema Agrawal, is an online...

Sarah Denise Cordery, Sarah Denise Studio

Sarah Denise Cordery
Sarah Denise Studio

Manchester, England-based Sarah Denise Studio provides relevant fashion...

Sonam & Paras Modi, SVA

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


July 2020

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search