Björn Borg is forming a new subsidiary in January 2011 to produce fashionable athletic and functional wear together with its Dutch distributor. The creation of a separate operation based in the Nethe…

[Fibre2fashion]

Björn Borg is forming a new subsidiary in January 2011 to produce fashionable athletic and functional wear together with its Dutch distributor. The creation of a separate operation based in the Netherlands is another element in Björn Borg’s strategy to focus on its core business, underwear, based in Stockholm.

The new company, Björn Borg Sport, is founded on Björn Borg’s clothing concept in the Netherlands, with established operations and an extensive experience from successfully managing the licensed womenswear company for about ten years in Holland. The collections, both men’s and women’s, will primarily include sports fashion and functional sports wear. The products will be sold to distributors in Björn Borg’s current markets, with an initial focus on larger markets.

“To further concentrate on being a world leader in underwear, we have decided to streamline our Stockholm operations and manage Bjo¨rn Borg’s apparel operations in a separate company in the Netherlands. We do this with our Dutch distributor, which has proven successful in the development of a growing apparel Sourcing business. This new initiative will create better opportunities for our clothing business to grow and allow us to more clearly emphasize our main product, underwear, in the rest of organization,” says President Arthur Engel.

 

Read More about Björn Borg forms new clothing venture in the Netherlands @ Fibre2fashion