Bjorn Borg hits Shanghai and China in a big way

Bjorn Borg hits Shanghai and China in a big way
Bjorn Borg hits Shanghai and China in a big way

If you are planning on visiting the shopping capital of Asia, Shanghai, anytime soon, then your trip will not be complete without visiting the luxury shopping street West Nanjing Road.

There are two must visit outlets once you get there; Sogo, the top end department store and the latest shop-in-shop from leading Swedish fashion brand Bjorn Borg, that opened on the 23rd August.

Bjorn Borg has not only brought their latest range to Shanghai via Sogo, but they have also reached the rest of China thanks to their collaboration with Taobao, the e-tailers, who are the Chinese equivalent of Amazon or eBay.

After establishing business in world metropolises like London, Milan, Amsterdam, Düsseldorf, Stockholm and Barcelona, Swedish Fashion Brand Björn Borg finally opens their first store in Asia through the opening of the Shanghai store. The Björn Borg offer in China will encompass a full wardrobe – from underwear and sports wear to footwear and accessories.

“This is a first step in our Chinese initiative. We are in it for the long term and this will be followed by a number of stores both in Shanghai and the rest of China. We are very proud to say JA! to Shanghai and China through the opening of these two channels and hope to see a healthy growth. Our core business branded underwear is for instance a trend that not quite has got a foothold in China yet” comments Arthur Engel, CEO of Björn Borg.

Björn Borg’s own vision before the start of the brand in 1984 was to create his own fashion house, selling colorful sports fashion clothing. Through the Chinese launch, the brand now is now active on around 30 markets, selling products ranging from the core business underwear, through sports apparel, swim wear and lounge wear to accessories like eyewear, footwear and bags.