Amsterdam welcomes Björn Borg Sport
The Swedish clothing manufacturer Björn Borg, producer of fashionable athletic and functional wear, will open a new subsidiary in Amsterdam in 2011.
Björn Borg Sport
Björn Borg Sport is a new company founded on Björn Borg’s clothing concept in the Netherlands, according to a press release. Dutch operations have successfully managed the licensed womenswear company for about ten years in Holland.
Both men’s and women’s collections will include sports fashion and functional sportswear. Products will be sold to distributors in Björn Borg’s current markets, with an initial focus on larger markets.
Creating opportunities
“To further concentrate on being a world leader in underwear, we have decided to streamline our Stockholm operations and manage Björn Borg’s apparel operations in a separate company in the Netherlands. We do this with our Dutch distributor, which has proven successful in the development of a growing apparel business. This new initiative will create better opportunities for our clothing business to grow and allow us to more clearly emphasise our main product, underwear, in the rest of organisation,” says President Arthur Engel.
Fashion hub
With more than a hundred fashion designers, the Amsterdam Metropolitan Area is a centre for fashion. Due to its strategic location, Amsterdam is also an important distributor. Amsterdam combines creative excellence with logistic superiority, attracting many companies in the fashion industry.
The denim industry is also well developed in the Amsterdam Area with the highest density of denim companies in the world. In addition, many fashion-related companies are present in the area such as Mexx, G-Star, and Tommy Hilfiger.
Björn Borg goes Dutch
Björn Borg will own 51 % of the new company. The remaining 49 % will be owned by the current Dutch distributor, Dutch Brand Management BV, and, to a lesser extent, by the management and board of directors of the new company.
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