Björn Borg Acquires Baseline B.V. Shares, Relocates Sportswear Operations To Stockholm

Björn Borg AB acquired the shares of Baseline B.V., the first step in implementing a relocation of the Björn Borg sportswear operations to Stockholm. The company plans to increase its strategic focus on sports fashion. Björn Borg CEO Henrik Bunge said, “Our market surveys show that consumers want a higher fashion level in their sportswear and that there is a great interest in buying sportswear from us. It is our job to cater to that." The shares acquired from Baseline represent 49.58% of total shares in Björn Borg Sport. After the acquisition Björn Borg will hold 99.63% of outstanding shares in the company. Björn Borg is paying a purchase price for the shares, consisting of a fixed purchase price and a variable purchase price based on future purchases of sportswear products in '15-17 by Baseline group.The total estimated purchase price payable for the shares will not exceed €700,000 ($862,000) (Björn Borg).