Björn Borg wants it all

Swedish clothing brand Björn Borg has had a great year. The company's year net profit went up with 74.4% to GBP 9.94 million in comparison to last year. At the last quarter of 2007, the profit increased with 29%, up tot GBP 9.78 million. In total the profit enlarged with 53%, to GBP 34,62 million. “We have completed another strong year with very good growth and profitability, despite that we are now growing from ever higher levels. I am also pleased to report a good fourth quarter in a tougher market. We will continue to focus on developing the new markets that will eventually account for a larger share of our growth,” says Nils Vinberg, President of Björn Borg.

For upcoming year, Björn Borg is looking to expand its brand across the globe. The label wants to have more stockists in Europe and is looking to launch flagship stores in the UK and Spain. Managing Director Nils Vinberg says: "Our label is strongly represented in the smaller countries, and we want to accomplish the same in the rest of the world."

Further more, expansion in the US is high on the agenda. "This is where our main focus will be," comments Vinberg. For the Dutch market Björn Borg isn't expecting any changes. This year the company will launch its 30 store in The Netherlands, which will mean that market is sufficient. With 40% of the profit, The Netherlands is currently the main market of Björn Borg. The Swedish market is good for 26% of the total profit.

Besides expending the brand's points of sales, Björn Borg is looking to attract new target groups. The company will launch a new lingerie line for 30 plus customers this autumn.

Image: Björn Borg