Swedish fashion brand Björn Borg has set its
sights on expanding the brand into South Africa. The company is initially set
to introduce their men and women underwear and socks ranges, with the swimwear
range to follow. The well-known and long established Stuttafords group, “Your
World of Brands”, shall be the first retailer to launch Björn Borg in its
flagship stores at Sandton and Eastgate in Johannesburg, Gateway in Durban and
Cavendish Square and Canal Walk in Cape Town, as from February 2014.
“This is a
first step into South Africa and Africa. We are very proud to say JA to South
Africa. We are in it for the long term and expect to see a healthy growth. The ambition
is to expand more in South Africa with time” comments Henrik Fischer, CEO of
Bjorn Borg.
The Björn Borg brand is currently represented in
nearly all European countries, the UK, Canada and Chile. Stuttafords CEO,
Hilton Mer commented as follows: “Stuttafords
is proud to be the first
fashion retailer in South Africa to introduce to the public the Bjorn Borg
brand which
aspires to be the champion of fashion underwear. The objectives of both
businesses include the presentation of
distinctive, innovative and quality products to
customers”.
Dawie Malan of Björn Borg South Africa says: “We are looking forward to establishing Björn Borg in South
Africa, and believe that the brand’s signature style with a mix of colour,
quality and fashion with a sporty twist fits the South African market very
well. “
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