MASS EVENT UNCOVERED NEW BJÖRN BORG STORE IN SHANGHAI

200 000 shoppers viewed gangnam style flashmob
Are you ready? This is how the text on the LED light T-shirts read on models in
the Cloud Nine shopping centre in Shanghai this weekend. Over 200 000 Shanghai
shoppers were ready to witness Swedish fashion brand Björn Borg’s launch event
for the opening of the company’s first stand-alone store in China. The Gangnam
style flashmob attracted lines of curious shoppers to the new store.

“We are thrilled over the amazing response that we got during our launch weekend
of this store and hope to stay top-of-mind for the busy Shanghai shoppers also
with time. Since the opening of our first Chinese shop-in-shop in August we see
great potential for further expansion here in China”, comments Arthur Engel, CEO
at Björn Borg.

The new Concept Store of 122 sqm is located in the Fashion Lifestyle department
of the Cloud Nine Shopping Centre in the heart of Shanghai’s busy Changing
District. Cloud Nine attracts 100 000-300 000 visitors per day and is one of the
largest Shopping Centres in Shanghai.

PRESS IMAGES available at: press.bjornborg.com
VIDEO from event:
Youku：http://v.youku.com/v_show/id_XNDczNzY4ODIw.html
Tudou：http://www.tudou.com/programs/view/FwFH6DLYxfY/

For more information, please contact:
Pernilla Johansson, PR & Event Manager, Björn Borg AB.
Telephone: +46 8 506 655 13
E-mail: pernilla.johansson@bjornborg.com
www.bjornborg.com

NASDAQ OMX Stockholm. Ticker: BORG

About Björn Borg
The Group owns the Björn Borg trademark and its operations are focused on
underwear. To that is offered adjacent products, footwear and through licensees
also bags, eyewear and fragrances. Björn Borg products are sold in around
fifteen 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.