BJÖRN BORG ACQUIRES OPERATIONS IN FINLAND

Björn Borg is acquiring the operations in Finland from the current distributor,
Fashion Case Oy, owned by Anne Immonen. The brand currently has a strong
position in the Finnish market, and the company sees potential for continued
growth. After the acquisition, Björn Borg will become the principal owner, while
a local partner will become a minority owner.
Björn Borg is acquiring the Finnish distribution operations, which currently
consist of wholesaling of underwear, sportswear and bags as well as a Björn Borg
store. The Björn Borg Group is already established in the country through its
own footwear distribution. The operations have developed positively since the
brand was launched in the country in the late ’90s, and Finland today is Björn
Borg’s sixth largest market.

Ove Asplund, who has previous experience as sales manager for JC and a store
manager for H&M, will be a minority owner with a 25 percent interest in the
company and will be a driving force in its expansion. Anne Immonen will remain
CEO of the operations in 2013.

“The Nordic region is our natural home market, and Finland plays an important
role there in our continued expansion. The brand is especially strong in
underwear, and we see good opportunities to develop other product areas as well,
especially since the Finnish retail market is showing greater stability than
many other European markets. Now that we have the opportunity to acquire these
operations from our distributor in Finland together with an experienced local
partner, we see it as a good opportunity for Björn Borg,” says Arthur Engel, CEO
of Björn Borg.

Total purchase price is approximately SEK 9.1 million. Björn Borg estimates that
the acquired Finnish operations will contribute positively to the Group’s
operating profit in 2013. In 2012, the Finnish operations had a turnover of
approximately SEK 31.6 million with an operating profit of about SEK 1.7
million.


For further information, please contact:
Arthur Engel, CEO, telephone +46 8 506 33 700, arthur.engel@bjornborg.com


About Björn Borg
The Group owns the Björn Borg trademark and its operations are focused on
underwear. To that is offered sports wear and fragrances and through licensees
also footwear, bags and eyewear. Björn Borg products are sold in around twenty
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 Björn Borg
stores. Total sales of Björn Borg products in 2011 amounted to around SEK 1,7
billion, at the consumer level. Group net sales amounted to approximately SEK
536 million as per December 31, 2011, with 131 employees. The Björn Borg share
is listed on the Nasdaq OMX Nordic in Stockholm since 2007.