Post by Leaders of Trade

Swedish sports fashion brand Björn Borg launched a massive three-year strategic partnership with retail giants Åhléns AB and INNO, targeting a retail value of up to 300 million SEK. This collaboration moves Björn Borg beyond its core underwear and sportswear segments by developing exclusive lifestyle categories for 52 department stores in Sweden and premium locations across Belgium. “Through this partnership, we can expand our presence, develop attractive offerings, and reach new consumers in a relevant and inspiring way”, said Henrik Bunge, CEO of Björn Borg #leadersoftrade #retail #partnership #sweden #nordics #fashion