Björn Borg acquires UK subsidiary.

Björn Borg has acquired the shares held by the minority shareholder of
subsidiary Björn Borg UK Limited, representing 20% of total share. Following the
acquisition, the UK subsidiary is now wholly owned by the group, and is a step
towards the group goal of becoming a more vertically integrated Björn Borg.
The acquisition was made in conjunction with the exit by the minority
shareholder as the Managing Director of the UK Company. Former UK Sales Manager
Neil Smith will take over as Country Sales Manager for the UK branch.

Says Björn Borg CEO Henrik Bunge:

“We have now taken yet another step to cut the distance between the Björn Borg
headquarters and the end consumer. Integration is crucial to understand and
consequently make a difference for consumers on our different markets”.

The acquisition was made after the end of the first quarter, 2016.

For further information, please contact:

Henrik Bunge, CEO

Henrik.bunge@bjornborg.com

Phone: +46-702 34 76 20

This information is published pursuant to the Swedish Financial Instruments
Trading Act (1991:980), Chapter 4, paragraph 9. The information was released for
publication on 16 May, 2016 at 8.30 a.m. (CET).
Victoria Swedjemark

General counsel

victoria.swedjemark@bjornborg.com

Phone: +46 708 50 53 38
The Group owns the Björn Borg trademark and its core business is underwear and
sportswear. It also offers footwear, bags and eyewear through licensees. Björn
Borg products are sold in around twenty markets, of which Sweden and the
Netherlands 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 2015 amounted to about SEK 1.4 billion, excluding VAT, at
the consumer level. Group net sales amounted to SEK approximately 574 million in
2015, with an average of 132 employees. The Björn Borg share has been listed on
NASDAQ Stockholm since 2007.