Björn Borg recruits top manager from Whyred

Björn Borg recruits top manager from Whyred

Martin Sjöström has been recruited to the position of Business Area Manager for
clothing, Björn Borg's largest product area, and will be a member of the
management team. Most recently he worked for the fashion company Whyred, where
he served as president since 2005. Prior to that he spent seven years in various
posts with the jeans company Acne. Martin Sjöström, 37, has a BA from the
University of Oxford.

“I am very pleased that we have hired Martin Sjöström to head the important
product area for clothing. With his extensive experience from senior positions
in the fashion industry, he is a valuable resource for Björn Borg's further
expansion internationally,” says President Nils Vinberg.

Martin Sjöström takes up his new post in August 2008. 



For further information, please contact: 
Nils Vinberg, President and CEO, telephone +46-8-506 33 700, mobile +46-708-63
11 01, nils.vinberg@bjornborg.com

About Björn Borg
The Group owns the Björn Borg trademark and has operations in five product
areas: clothing, footwear, bags, eyewear and fragrances. Björn Borg products are
sold in over ten markets, of which Sweden and Holland are the largest. The Björn
Borg Group has operations at every level from branding to consumer sales in its
own concept stores. Total sales of Björn Borg products in 2007 amounted to
approximately SEK 2.2 billion at the consumer level. Group net sales amounted to
SEK 495 million as per December 31, 2007, with 79 employees. The Björn Borg
share is listed on the OMX Nordic Exchange in Stockholm since May 7, 2007.