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:

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

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At the heart of our heritage.
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