"This is a first step into South Africa and Africa. We are very proud to say Ja to South Africa. We are in it for the long term and expect to see a healthy growth. The ambition is to expand more in South Africa with time," comments Henrik Fischer, CEO of Bjorn Borg. The brand is currently represented in nearly all European countries, the UK, Canada and Chile.
Stuttafords CEO, Hilton Mer adds, "The company is proud to be the first fashion retailer in South Africa to introduce the public to a brand that aspires to be the champion of fashion underwear. The objectives of both businesses include the presentation of distinctive, innovative and quality products to customers."
Dawie Malan of Björn Borg South Africa says, "We are looking forward to establishing the brand in South Africa and believe that its signature style with a mix of colour, quality and fashion with a sporty twist fits the South African market very well."
