Björn borg launches its first UNDERWEAR Candy store in england

Björn Borg brings its new store concept Candy Store further, and opens its first
underwear kiosk in Bluewater Shopping Centre, right outside of London.

Björn Borg’s Candy Stores are designed like a kiosk – an island without
surrounding walls and with the products visible for passers-by.

“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”, comments Arthur Engel, CEO of Björn
Borg.

Bluewater is one of the premier shopping malls in England, where Björn Borg’s
Candy Store is situated in the newly opened Guildhall. Björn Borg has had
presence in England since 2005 and are previously represented by shop-in-shops,
among other places in the department stores Selfridges and Harrods. The opening
of the Björn Borg Store in London is one step in the expansion plans for the
important English market. The ambition is to increase presence with more retail
outlets and own stores in selected parts of the country.


Press images are available at: press.bjornborg.com

For more information, please contact:
Pernilla Johansson, PR & Event Manager, Björn Borg AB.
Telephone: +46 8 506 655 13
E-mail: pernilla.johansson@bjornborg.com
www.bjornborg.com
NASDAQ OMX Stockholm. Ticker: BORG



About Björn Borg
The Group owns the Björn Borg trademark and its operations are focused on
underwear. To that is offered adjacent products, footwear and through licensees
also bags, eyewear and fragrances. Björn Borg products are sold in around
fifteen markets, of which Sweden and Holland are the largest. The Björn Borg
Group has operations at every level from branding to consumer sales in its own
Björn Borg stores. Total sales of Björn Borg products in 2011 amounted to around
SEK 1,7 billion, at the consumer level. Group net sales amounted to
approximately SEK 536 million as per December 31, 2011, with 131 employees. The
Björn Borg share is listed on the Nasdaq OMX Nordic in Stockholm since 2007.