Notice of the Annual General Meeting of Björn Borg AB (publ)

The shareholders of Björn Borg AB (publ) are hereby invited to attend the annual
general meeting, to be held on Wednesday, 17 April 2013 at 5 p.m., at the
company's premises, at Tulegatan 11, Stockholm, Sweden. Registration starts at
4.15 p.m.

Notification of attendance
Shareholders who wish to attend the meeting must, firstly, be listed in the
shareholders' register maintained by Euroclear Sweden AB on Thursday, 11 April
2013, and secondly, give notice of their intention to attend the meeting no
later than that day (Thursday, 11 April 2013), by regular mail to Björn Borg AB,
Tulegatan 11, 113 53 Stockholm, by telephone to +46 (0)8 506 33 700, or by e
-mail to stamma@bjornborg.com. Name, civic registration number/corporate
registration number, address, telephone number and any accompanying persons,
should be stated when notice is given.

Proxy holders and corporate representatives are asked to submit authorization
documents to Björn Borg well in advance of the annual general meeting. Proxy
forms are available on the company website (corporate.bjornborg.com).

In order to attend the meeting, shareholders with custodian registered shares
must have such shares temporarily registered in their own names, in the
shareholders' register maintained by Euroclear Sweden AB. In order for such
registration to have been effected on Thursday 11 April 2013, the shareholder
must request the custodian well in advance of this date to have its shares re
-registered (so-called voting rights registration).

Proposed agenda

 1. Opening of the meeting
 2. Election of the chairman of the meeting
 3. Preparation and approval of the voting list
 4. Election of one or two persons to check the minutes
 5. Determination of whether the meeting has been duly convened
 6. Approval of the agenda
 7. Presentation of the annual report and the auditor's report, and the
consolidated financial statements and the consolidated audit report
 8. Presentation by the managing director
 9. Resolution on
a) adoption of the income statement and balance sheet, and of the consolidated
income statement and the consolidated balance sheet
b) disposition of the company's profits in accordance with the approved balance
sheet and record date for dividends, in case the annual general meeting decides
a dividend
c) discharge from personal liability of the directors and the managing director
10. Report on the work of the nomination committee
11. Resolution on the number of directors
12. Resolution on the remuneration to be paid to the chairman of the board of
directors and to other directors
13. Election of directors and chairman of the board of directors
14. Election of auditor and resolution on the remuneration to be paid to the
auditor
15. The proposal by the board of directors regarding a share split and automatic
share redemption program, including
a)  share split 2:1,
b)  reduction of the share capital through redemption of shares, and
c)  increase of the share capital through a bonus issue without issuance of new
shares
16. The proposal by the board of directors to authorize the board of directors
to resolve on new issues of shares, warrants and/or convertibles
17. The proposal by the board of directors regarding guidelines for remuneration
to the executive management
18. Proposal regarding the nomination committee
19. Closing of the meeting

Proposals

Item 2 - Election of the chairman of the meeting
The nomination committee has proposed Fredrik Lövstedt, the chairman of the
board of directors, as chairman of the annual general meeting.

Item 9b – Resolution on disposition of the company's profits in accordance with
the approved balance sheet and record date for dividends, in case the annual
general meeting resolves on a dividend
The board of directors proposes that no dividend be paid for the financial year
2012. The total unappropriated earnings at the disposal of the annual general
meeting amount to SEK 84,107,621. The board of directors has proposed a share
redemption program instead of dividend, whereby the shareholders will receive a
total amount of SEK 75,445,152 in accordance with item 15 on the agenda, which
will result in SEK 8,662,469 being carried forward.

Item 11-13 – Resolution on the number of directors; resolution on the
remuneration to be paid to the chairman of the board of directors and other
directors; and election of directors and chairman of the board
The nomination committee has proposed election of Isabelle Ducellier as new
director and re-election of the directors Kerstin Hessius, Fredrik Lövstedt,
Mats H Nilsson, Vilhelm Schottenius and Michael Storåkers and that no deputies
shall be elected. Fabian Månsson has declined re-election. The nomination
committee has proposed that Fredrik Lövstedt is elected chairman of the board.
The nomination committee has furthermore proposed that the remuneration to the
board shall remain unchanged, meaning that the chairman of the board of
directors shall receive SEK 325,000 and the other directors SEK 125,000 each.
Remuneration to board members for work on board committees shall remain
unchanged, at SEK 15,000 to each of the members of the remuneration committee,
and SEK 25,000 to the chairman of the remuneration committee, and SEK 50,000 to
each of the members of the audit committee and SEK 75,000 to the chairman of the
audit committee. The total remuneration to the board of directors, including for
committee work, amounts to unchanged SEK 1,165,000 according to the proposal of
the nomination committee. The nomination committee's reasoned statement
regarding the proposed board of directors, and information about the proposed
directors, can be found on the company's web site (corporate.bjornborg.com).

Item 14 – Election of auditor and resolution on the remuneration to be paid to
the auditor
The nomination committee has proposed re-election of the registered public
accounting firm Deloitte AB for the period until the end of the next annual
general meeting. Deloitte will, if elected, appoint Fredrik Walmeus to be
auditor in charge. The nomination committee has further proposed that fair
remuneration to the auditors shall be paid on approved accounts.

Item 15 – The proposal by the board of directors regarding share split and
automatic share redemption program, including (a) share split 2:1, (b) reduction
of the share capital through redemption of shares, and (c) increase of the share
capital through a bonus issue without issuance of new shares
The board of directors proposes that the annual general meeting resolves on a so
-called automatic share redemption program encompassing a distribution to the
shareholders of a total of SEK 3.00 per existing share according to item 15(a) -
15(c) below. The resolutions of the annual general meeting according to item
15(a) - 15(c) shall be taken together as one resolution.

(a) Resolution on share split 2:1: The board of directors proposes that the
annual general meeting resolves on a share split, whereby one (1) existing share
in the company is split into two (2) shares, of which one will be a so-called
redemption share. The board of directors proposes that the board of directors is
authorized to set the record date for the share split, which at the time of the
notice is estimated to be 29 April 2013. Based on the estimated record date for
the share split, the last trading day for the Björn Borg share including the
right to receive redemption shares will be 24 April 2013 and the first trading
day for the Björn Borg share excluding the right to receive redemption shares
will be 25 April 2013.

(b) Resolution on reduction of the share capital through redemption of shares:
The board of directors proposes that the annual general meeting resolves that
the share capital shall be reduced for repayment to the shareholders by SEK
3,929,435 through the redemption of 25,148,384 shares. The shares so redeemed
shall be those shares which are referred to as redemption shares after the share
split described above. A payment of SEK 3.00 shall be made for each redemption
share (of which approximately SEK 2.84 exceeds the quota value of the share).
The total redemption amount will be SEK 75,445,152. The board of directors
proposes that trading in redemption shares shall take place as from 2 May up to
and including 16 May 2013, based on the above-mentioned estimated record date
for the share split. The board of directors further proposes that the board of
directors is authorized to set the record date for the right to receive the
redemption amount, which at the time of the notice is estimated to be 21 May
2013. Payment of the redemption amount is estimated to be made by Euroclear
Sweden AB on 24 May 2013. The company's share capital will, after the execution
of the reduction of the share capital, amount to SEK 3,929,435, divided into
25,148,384 shares, each with a quota value of approximately SEK 0.16. Except for
the reduction of the share capital, the company's restricted equity will not be
affected. Statements and reports from the board of directors and the auditor
will form part of, or be attached to, the complete proposal for decision.

(c) Resolution on increase of the share capital through a bonus issue without
issuance of new shares: In order to achieve a time-efficient redemption
procedure, without having to obtain permission from the Swedish Companies
Registration Office (Sw. Bolagsverket) or a court, the board of directors
proposes that the annual general meeting resolves to, through a bonus issue,
restore the company's share capital to its original level, SEK 7,858,870, by
increasing the company's share capital with SEK 3,929,435 through a transfer
from the company's unrestricted equity to the company's share capital. No new
shares will be issued in connection with the share capital increase. The quota
value of the share will, after the bonus issue, amount to its original level,
SEK 0.3125.

Item 16 - The proposal by the board of directors to authorize the board of
directors to resolve on new issues of shares, warrants and/or convertibles
The board of directors proposes that the annual general meeting authorizes the
board of directors, until the next annual general meeting, on one or several
occasions, with or without deviation from the shareholders' preferential rights,
to resolve on new issues of shares, warrants or convertibles. Resolutions that
are passed under the authorization may not, in the aggregate, involve an
increase of the share capital by more than SEK 390,625 (distributed on not more
than 1,250,000 new shares). The authorization shall also include the right to
resolve on new issues where the shares are to be paid for with non-cash
consideration or through set-off of a claim, or otherwise with terms and
conditions pursuant to the Swedish Companies Act Ch. 13 Sec. 7, Ch. 14 Sec. 9,
or Ch. 15 Sec. 9.

The reasons for deviating from the shareholders' preferential rights shall be to
enable directed share issues for the purpose of acquisitions of companies or
businesses, in whole or in part, alternatively for raising capital to be used
for such acquisitions. The basis for the subscription price shall be the market
price of the share. The authorization may not be used to resolve on new issues,
which are directed, in whole or in part, to one or more existing shareholders –
instead, in connection with issues where shareholders shall be entitled to
subscribe, the Swedish Company Act's rules on preemption rights shall apply.

Item 17 - The proposal by the board of directors regarding guidelines for
remuneration to the executive management
The board of directors proposes that the annual general meeting shall adopt the
following guidelines for remuneration to the executive management. The term
executive management refers to the managing director and the other members of
the management team. Björn Borg shall apply competitive remuneration levels and
employment terms in order to attract and retain a highly competent management,
able to achieve the company's targets. The forms of remuneration shall
incentivize the executive management to do their utmost to safeguard the
shareholders' interests. Remuneration to the managing director and the other
individuals in the executive management may consist of base salary, a variable
remuneration and additional benefits and pensions. The total remuneration shall
correspond to market practice and be competitive, and be related to
responsibility and authority. The variable remuneration shall be based on the
result, measured in relation to defined and measurable targets, tailored to
contribute to build long-term value in the company, and be limited in relation
to the fixed salary that has been determined. The variable remuneration shall
never exceed the fixed salary. The board of directors shall, when determining
the variable remuneration to the executive management, also consider to
introduce restrictions which (i) makes it a condition for part of the variable
remuneration that the performance on which the remuneration is based proves to
be sustainable over time, and (ii) entitles the company to recover remuneration
which has been paid out due to information that later proves to be obviously
incorrect. In the event of termination of employment initiated by the company,
the notice period shall not be longer than 12 months. Severance pay shall not be
applied. Pension benefits are to be determined by charge and entitle the
executive management to pension from the age of 65 years. Any incentive program
shall safeguard a long-term commitment to the company's development, an
increased alignment of interests between the participant of the incentive
program and the shareholders of the company, and shall be implemented on market
terms. The board of directors may deviate from these guidelines only in case
special circumstances so warrant in an individual case.

Item 18 - Proposal regarding the nomination committee
The nomination committee of the company proposes that the representatives of the
nomination committee shall be appointed through a procedure where the chairman
of the board of directors contacts the four largest shareholders in terms of
votes based on shareholders statistics from Euroclear Sweden AB as per 31 August
2013, and that such shareholders each appoints a representative to, together
with the chairman of the board of directors, constitute the nomination committee
up until the next annual general meeting, or, if applicable, up until a new
nomination committee has been appointed. If the chairman of the board, directly
or through companies, would be one of the four aforementioned largest
shareholders, the nomination committee shall be composed of four members only
(the chairman and the three representatives appointed by the other three largest
shareholders). If any of these shareholders elects to renounce its right to
appoint a representative, the right shall pass to the largest shareholder in
turn. Should a representative resign from the nomination committee before its
work is completed and provided that the nomination committee considers it
necessary, a substitute shall be appointed by the same shareholder that has
appointed the resigning representative, or, if this shareholder is no longer one
of the four largest shareholders in terms of votes, by the new shareholder that
has such shareholding. The nomination committee shall appoint one of its members
as chairman. The composition of the nomination committee shall be made public on
the company's web site as soon as the nomination committee has been formed and
no later than six months before the annual general meeting. In the event that
the ownership structure is changed after the nomination committee has been
composed such that one or several shareholders that have appointed a
representative to the nomination committee is no longer in the group of the four
largest shareholders in terms of votes, the composition of the nomination
committee may be changed in accordance therewith if the nomination committee
considers that so is necessary. The tasks of the nomination committee shall be
to prepare, for the next shareholders' meeting, proposals in respect of number
of directors of the board, remuneration to the chairman of the board of
directors, the other directors of the board and the auditors respectively,
remuneration, if any, for committee work, the composition of the board of
directors, the chairman of the board of directors, resolution regarding the
nomination committee, chairman at the annual general meeting and election of
auditors. The company shall pay for reasonable costs that the nomination
committee has considered to be necessary in order for the nomination committee
to be able to complete its assignment.

Specific majority requirements
The proposals under item 15 and 16 are subject to the resolutions by the annual
general meeting being supported by shareholders representing at least 2/3 of the
votes cast as well as the number of shares represented at the meeting.

Other information
There are in the aggregate 25,148,384 shares outstanding in Björn Borg carrying
one vote each; accordingly there are 25,148,384 votes. The company owns no own
shares. In accordance with the Swedish Companies Act Ch. 7 Sec. 32, the
shareholders have the right to ask questions at the annual general meeting
regarding the items on the agenda and about the financial situation of the
company and the group. Shareholders who wish to submit questions in advance of
the annual general meeting, shall send these to Björn Borg AB, Tulegatan 11, 113
53 Stockholm or per e-mail to stamma@bjornborg.com.

Available documents
The accounts, the auditor's report, the board of director's reasoned statement
regarding the reduction of the share capital, an information brochure regarding
the proposal on the share split and the automatic share redemption procedure,
the auditor's report regarding whether the previous guidelines for remuneration
to the executive management have been complied with and the complete proposals
for decisions with respect to items 15, 16, and 17 including the auditor's
reports with respect to item 15, will be available to the shareholders at the
company and at the company's website (corporate.bjornborg.com) no later than as
from 27 March 2013, and will also be distributed to shareholders that so request
and provide their postal address.

Stockholm, March 2013

The Board of Directors


For further information, please contact:
Björn Borg AB, phone +46 8 506 33 700

Björn Borg AB
Tulegatan 11
SE-113 53 Stockholm, Sweden
www.bjornborg.com

Björn Borg is required to make public the information in this report in
accordance with the Swedish Securities Market Act and/or the Financial
Instruments Trading Act. The information was released for publication on March
11, 2013 at 9.00 am (CET).

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 2012 amounted to around SEK 1,6
billion, at the consumer level. Group net sales amounted to approximately SEK
551 million as per December 31, 2012, with 139 employees. The Björn Borg share
is listed on the Nasdaq OMX Nordic in Stockholm since 2007.