Björn Borg acquires UK subsidiary

Swedish sportswear and underwear retailer Björn Borg has confirmed that it has acquired all the shares held by the minority shareholder of subsidiary Björn Borg UK Limited. Following the 20 percent acquisition of shares, the UK subsidiary is now fully owned by the group, as the brand looks to become a more “vertically integrated” Björn Borg.

The acquisition was made in conjunction with the exit by the minority shareholder as the managing director of the UK company. Former UK sales manager Neil Smith will take over as country sales manager for the UK branch.

Björn Borg chief executive Henrik Bunge said: “We have now taken yet another step to cut the distance between the Björn Borg headquarters and the end consumer. Integration is crucial to understand and consequently make a difference for consumers on our different markets.”

The sportswear and underwear brand, which in recent years has branched out into footwear, bags and eyewear through licenses, is currently sold in around twenty markets, of which Sweden and the Netherlands are the largest.

Björn Borg reported a 7 percent increase in group net sales in 2015, up to 574.3 million SEK.

Image: Björn Borg