Björn Borg opens first store in Bluewater

Swedish underwear label Bjorn Borg is opening its

first UK standalone store in Kent’s Bluewater shopping centre this weekend.

Situated on the Upper Guildhall, the retail space will use the brand’s ‘Candy Store’ concept, where shops are designed in the style of a kiosk described by the underwear brand as “an island without surrounding walls” allowing “the products to be visible for passers-by”.

The kiosk will stock men’s, women’s and kid’s underwear and socks, and will also offer seasonal product such as swimwear and sleepwear.

Commenting on the new concept and opening, Arthur Engel, CEO of Björn Borg, said: "In line with our expansion plan we now take our Candy Store-concept internationally further. We have previously opened Candy Stores in both Germany and Gallerian in Stockholm and plan to introduce the concept on more markets.

“This type of store reflects our brand exceptionally well and makes our lines of underwear more accessible to the customer."

Björn Bjorg launched in the UK in 2005 and has concessions in department stores such as Harrods and Selfridges; the Bluewater store marks the brands first standalone retail space in the UK and marks the start of its major expansion plans.