Björn Borg opens first standalone store
Swedish underwear brand Björn Borg has opened its first standalone store in the UK in Kents Bluewater shopping centre.
The new store, which is situated in the Upper Guildhall, uses the the brand’s Candy store concept where shops are designed in the style of a kiosk without surrounding walls with products visible to passers-by. The shop sells a range of underwear for men, women and children as well as seasonal products such as sleepwear and swimwear.
Arthur Engel, CEO of Björn Borg, said: "In line with our expansion plan we now take our Candy Store-concept internationally further. We have previously opened Candy Stores in both Germany and Gallerian in Stockholm and plan to introduce the concept on more markets. This type of store reflects our brand exceptionally well and makes our lines of underwear more accessible to the customer."
Björn Bjorg launched in the UK in 2005 with shops within stores such as Harrods and Selfridges. The company said it now plans to open more retail outlets and own stores in selected parts of the country.
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