BJÖRN BORG TAKES OVER DISTRIBUTION OF BJÖRN BORG PRODUCTS IN BENELUX

Björn Borg has terminated the distribution contract for the Netherlands, Belgium
and Luxemburg, aiming to run the distribution of Björn Borg products in the
region in-house. Current distributors will hold the distribution rights during
the four-year term of notice, unless the parties agree on an earlier takeover.
‘The current distributor, Baseline Group, has managed to establish the brand
very successfully in both markets. In 2014, for example the Dutch market
accounted for as much as 27% of total brand sales, and the Netherlands has been
the single biggest market sales-wise for several years. However, the markets
have changed in recent years and can expectedly be better managed in-house,
which is why we now have decided to discontinue the collaboration”, says Henrik
Bunge, CEO at Björn Borg.

Benelux, and especially the Netherlands, is of material importance to Björn
Borg, which has a strong foothold in the region within underwear as well as
sports apparel, the group’s new business focus. The brand sees several market
similarities between Benelux and the markets already managed within the group.
By managing the Benelux distribution in-house, the company will get closer to
the consumers and the local market players, opening up for further
opportunities.

The current contract of Baseline Group, consisting of Dutch Brand Management
B.V. and BBM (Belgian Brand Management) BVBA, will remain in force unchanged
during the term of notice, running until November 2019, unless the parties agree
on an earlier takeover. Baseline group has a continued ambition to reach the
objectives in the Björn Borg overall business plan.


The information contained in this press release is disclosed in accordance with
the Swedish Securities Markets Act and/or the Swedish Financial Instruments
Trading Act. The information was released for publication on 2 December 2015 at
08:45 AM (CET).

For further information, please contact:
Henrik Bunge, CEO, phone +46 8 506 33 700, e-mail henrik.bunge@bjornborg.com
Fredrik Lövstedt, Chairman, phone +46 8 506 33 700, e-mail
fredrik.lovstedt@bjornborg.com


About Björn Borg
The Group owns the Björn Borg trademark and its core business is underwear and
sportswear. It also offers footwear, bags and eyewear through licensees. Björn
Borg products are sold in around thirty 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. Total sales of
Björn Borg products in 2014 amounted to about SEK 1.4 billion, excluding VAT, at
the consumer level. Group net sales amounted to SEK 539 million in 2014, with an
average of 129 employees. The Björn Borg share has been listed on NASDAQ
Stockholm since 2007.