Björn Borg launch at Selfridges, England


Selfridges is the first distributor in England offering Björn Borg products. The launch is taking place in Birmingham in connection with the Life Time Achievement Award being bestowed upon Björn Borg at a BBC gala event in the city on December 10. The brand is at the same time being introduced at Selfridges in London and Manchester.

“The launch at Selfridges is the start of the establishment of Björn Borg in the large and very important English market. It feels right that the launch is taking place here – both the brand Björn Borg and Selfridges stand for creativity and innovation. Besides, the well-known fashion department store is a good platform from which to build the brand and at the same time get the opportunity to create volumes”, says Jimmy Johansson, Marketing Director for WBM.

A complete assortment of men’s underwear is being offered in a seven meter long Björn Borg department. Furthermore, you can find underwear for ladies as well as swimwear in the department store. The Björn Borg department is designed in cooperation between Björn Borg and the architectural firm Wester + Elsner.

For more information and press pictures please contact:
Jimmy Johansson, Marketing Director, Worldwide Brand Management
Phone: +46 (0) 709 47 55 99 or E-mail: jimmy.johansson@bjornborg.net

Press contact, Patriksson Communication, Ulrika Berglund
Phone +46 (0) 8 528 005 90 or E-mail: ulrika@patrikssonpr.com

Tags & categories

The goal is to become a better version of yourself.

#bjornborg #TrainToLive
A smooth sensation. Our Studio Collection features silky-smooth, colourful and flattering pieces that fit perfectly together.
Get yours at bjornborg.com.

#bjornborg #TrainToLive
A new and exciting material we use in our SS23 Collection is REPREVE® Our Ocean™.
“To produce these fibres, plastics at high risk of entering the ocean are collected in coastal areas in developing countries or areas that lack formal waste or recycling systems. The waste is cleaned, broken down, certified by a third-party organisation, and transformed into premium fibres.”
Read more about the materials we use on bjornborg.com/sustainability.

#bjornborg #TrainToLive
New SS23 Collection now available at bjornborg.com.

#bjornborg #TrainToLive
Heritage.

#bjornborg #TrainToLive
Sports Hour. 
It’s not about being first over the finish line or lifting the heaviest, that’s just bullsh*t. It’s about being bold, having the best ideas and never giving up. 

#bjornborg #TrainToLive
Let’s continue to push sustainable boundaries together. Read more about our sustainability initiatives at bjornborg.com.

#bjornborg #TrainToLive
30 years of perfection. With long-fibre organic cotton, flexible stretch and a perfect fit - the Premium Cotton Stretch.

#bjornborg #TrainToLive
DNA.

#bjornborg #TrainToLive
We don’t live to train. We #TrainToLive.

#bjornborg
At Björn Borg, we believe sustainable products are long-lived and comes with a great fit. To support you becoming the best version of yourself.

#bjornborg #TrainToLive
Heritage.

#bjornborg #TrainToLive