Björn Borg asserts control of sportswear subsidiary

By

Anaïs Lerévérend

Published
Dec 12, 2014

Björn Borg intends to further develop its sportswear segment. The Swedish brand, which owes its name to the tennis legend, initially became known for its underwear, but has also expanded into sportswear. Having identified an increased demand for sportswear products, Björn Borg has decided to take permanent control over their design.

The brand had previously created the subsidiary Björn Borg Sport with its Dutch partner, Baseline Group, which owned a little less than half. In buying its partner shares, Björn Borg is now a 99.63% shareholder. 

The design, development and distribution of its sportswear line were previously carried out in the Netherlands. But now it has relocated the segment to its Swedish headquarters in Stockholm. 

Baseline Group, however, will nevertheless retain the rights to distribute the company’s sportswear for Benelux. Excluding sportswear, the Swedish brand generated a turnover of 56 million euros in 2013, down 9%, and driven by its underwear business.

$1 = €0.80 = £0.67