Bjorn Borg sportswear aims to become major brand

Bjorn Borg AB, the underwear and sportswear label named after one of Sweden’s best-known tennis players, plans to expand in the UK, Germany and the US 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 start doing more in the UK and Germany, after which it expects to target the US, chief executive officer Henrik Bunge said.

“To make Bjorn Borg a global, iconic brand you can find everywhere, the UK and Germany is the next step,” the CEO said at the company’s headquarters in central Stockholm.