Underwear-focused Swedish fashion brand Björn Borg has opened another store in China.

The store at Cloud Nine shopping mall in Shanghai spans 122 sqm and is the brand’s first standalone store in the market.

Björn Borg entered China three months ago when it opened a shop-in-shop at Sogo department store in Shanghai.

“Since the opening of our first Chinese shop-in-shop in August we see great potential for further expansion here in China,” said Arthur Engel, CEO of Björn Borg.

The company also sells its range of products throughout the whole of China in collaboration with e-tailer Taobao.

While focused on underwear, Björn Borg also offers footwear, sportswear and accessories.

GB