HENRIK BUNGE NEW CEO OF BJÖRN BORG

Henrik Bunge has been appointed new CEO of Björn Borg. Henrik Bunge has an
excellent track record from executive positions involving strong retail brands,
most recently as CEO of Peak Performance and Head of Adidas Group in the Nordic
region. In both operations, Henrik Bunge successfully propelled the
organizational development with a strong goal-oriented and motivated focus, and
was able to generate volume growth and earnings increases in a short time.
Henrik Bunge will assume the position as CEO on August 1, 2014. Vice President
Henrik Fischer will remain as Acting CEO until then.
“Henrik Bunge is a visionary leader with a powerful force of execution. His
experience from leading retail and e-shopping operations with strong lifestyle
brands will contribute valuable expertise to Björn Borg. With Henrik Bunge’s
contribution of experience and energy, we will gain the perfect prerequisites
for further developing Björn Borg,” comments Fredrik Lövstedt, Chairman of the
Board of Björn Borg.

Henrik Bunge, aged 40, has a Master of Laws degree from Uppsala University, as
well as university studies in business administration and market communication.
He joins Björn Borg from Peak Performance, where he was President 2012-2013.
Prior to that, he worked at Adidas Group for six years, in such positions as
Head of Sales and Head of the Adidas Group Nordic operation, responsible for the
Adidas and Reebok brands and in charge of 400 employees in eight countries.
Henrik Bunge also worked as Marketing and Sales Manager at Hästens Sängar.

“Björn Borg is a strong and exciting brand with great potential. I look forward
to becoming part of a strong team at Björn Borg and to continuing to develop the
brand,” comments Henrik Bunge, Incoming CEO of Björn Borg.

For further information, please contact:
Fredrik Lövstedt, Chairman of the Board, mobile +46 708-595 480,
fredrik.lovstedt@bjornborg.com
Henrik Bunge, Incoming CEO, mobile +46 70-234 76 20
Henrik Fischer, Acting CEO, telefon 08-506 337 00, henrik.fischer@bjornborg.com

The above information is such that Björn Borg AB (publ) is required to disclose
in accordance with the Swedish Financial Instruments Trading Act or the Swedish
Securities Market Act. The information was issued for publication on March 24,
2014, at 8:55 am CET. 08.55.

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About Björn Borg
The Group owns the Björn Borg trademark and its core business is underwear. It
also offers sportswear and fragrances as well as footwear, luggage & bags and
eyewear through licensees. Björn Borg products are sold in around 25 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. In total, there are 38 Björn Borg stores, 17 of which are managed by the
Group. Sales of Björn Borg products amounted to around SEK 1.5 billion at the
consumer level in 2013. Group net sales amounted to SEK 499 million in 2013,
with 159 employees. The Björn Borg share has been listed on NASDAQ OMX Nordic in
Stockholm since 2007.