Björn Borg brand headed for stock exchange

Fast-growing fashion company Worldwide Brand Management (WBM) is set to buy the Björn Borg brand.

The company aims to change its name to Björn Borg AB in the spring and has plans to sign up to the Stockholm Stock Exchange.

WBM has already used the Björn Borg brand on a licensing basis for the last ten years. The rights to the tennis legend’s name cost the company 124 million kronor.

Björn Borg products have sold very well over the last few years. Sales for this year are up 69 per cent on the previous year.

This year, for the first time, the brand’s product’s have broken the one billion kronor barrier.

WBM estimates that the purchase of the brand will increases its value by one kronor per share next year.

“You have a completely different sort of presence on the international fashion scene if you actually own the brand,” said WBM’s chief executive Nils Vinberg.