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Bjorn Borg serves up UK shops

Underwear label Bjorn Borg is due to open its first standalone and outlet stores in the UK by the end of the year.

The brand aims to open shops in London's Carnaby Street and Covent Garden, plus Liverpool, Manchester and Brent Cross in north London, as well as an outlet store in Bicester Village in Oxfordshire or Cheshire Oaks, Cheshire.

The shops will be between 600 sq ft and 1,000 sq ft, but smaller shops at major train stations and airports are also being considered.

As well as the underwear-only stores, Interpool, which owns the UK rights to the brand, hopes to open a Bjorn Borg concept store in London. The 1,500 sq ft to 2,000 sq ft store would offer menswear, swimwear, footwear and accessories in addition to underwear.

The underwear range, which launched exclusively at Selfridges last year, will also be available in the eight-strong menswear independent Clone Zone in March, after the exclusive deal with Selfridges expires. Interpool plans to have 20 wholesale accounts in the UK by the end of 2007.

Interpool executive sales account manager Holly Watkins said there had been a positive reaction to the brand in the UK, with interest from both Harrods and Harvey Nichols.

Bjorn Borg has 28 standalone stores, 121 concessions and 2,500 stockists worldwide.

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