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Bjorn Borg launches first store

Underwear label Bjorn Borg is opening its first shop this week with a standalone store in Bluewater that opens its doors tomorrow (October 20).

The store, which is situated on the Upper Guildhall, stocks men’s, women’s and kid’s underwear and socks plus seasonal product such as sleepwear and swimwear.

The Bluewater store is Bjorn Borg’s first standalone retail space in the UK and marks the start of major expansion plans for the brand.  

Drapers previously reported that the brand was hoping to open two stores in London, one in Brighton and one in either Manchester or Birmingham over the next two to three years.

Robert Goodman, Bluewater’s general manager, said: ”Bjorn Borg is a significant addition to our cosmopolitan retail mix that is very attractive to the affluent and brand-focused guests that dominate Bluewater’s catchment.”

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