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Volume 10 No. 22
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Björn Borg Brand Expands In China Through Shanghai Department Store

Björn Borg will launch his Swedish fashion brand collection in the Sogo department store in Shanghai. The store is located on the city's West Nanjing Road, known as the luxury shopping street lined with numerous global brands. Björn Borg is also introducing its products throughout the whole country on China's largest e-commerce site Taobao. Björn Borg CEO Arthur Engel said, "This is a first step in our Chinese initiative. We are in it for the long term, and this will be followed by a number of stores both in Shanghai and the rest of China." The Björn Borg offer in China will feature a full wardrobe, from underwear and sportswear to footwear and accessories. Björn Borg's investing partner in China, Penny York, has held senior positions since '04 for an int'l underwear brand with more than 500 points of sale before joining the Björn Borg China initiative (Björn Borg).