Bjorn Borg aims to open flagship West End store in time for Wimbledon 2016Comments Off on Bjorn Borg aims to open flagship West End store in time for Wimbledon 2016
Bjorn Borg — named after the former tennis player — currently has an outlet in Wembley and its goods are stocked in 20 London shops such as John Lewis and Selfridges.
“We feel it is important to have our own flagship store [in London] in order to properly convert our true brand identity,” a spokesman said.
The expansion plans come after accounts showed Bjorn Borg UK, whose ambassador is The Body Coach, Joe Wicks, had a £1.9 million turnover in 2014, up from £1.4 million the previous year.
Losses narrowed to £476,138 from £656,910 in 2013.
Bestsellers in Britain for the firm were men’s two and three packs of boxer shorts.
Global Bjorn Borg Group sales climbed 9% to SEK 538.8 million (£41.6 million) in 2014.