Bjorn Borg Targets London, Berlin in Growth Push Leading to U.S.
- CEO says Bjorn Borg’s U.S. expansion phase may start 2018/19
- Company has ambition of becoming a global brand, CEO says
Bjorn Borg AB, the underwear and sportswear label named after one of Sweden’s best-known tennis players, plans to expand in the U.K., Germany and the U.S. as it sets its sights on becoming a global brand.
In recent years, Bjorn Borg has mostly focused on the Nordic and Benelux countries. But to continue growing after 2019 (when its current five-year plan ends) the company will now start doing more in the U.K. and Germany, after which it expects to target the U.S., Chief Executive Officer Henrik Bunge said in a Sept. 7 interview.