Björn Borg opens two-week pop-up in Covent Garden

This December Björn Borg has opened a two-week pop-up shop in the heart of central London.bborg

The Covent Garden shop will include the full collection of sportswear and underwear for both men and women with prices ranging from £25 to £85.

With the goal to help transition the brand from underwear to sports fashion, Björn Borg feels that actioning central London pop ups will help to achieve this. As a global fashion hub Björn Borg has made London part of its 2017 strategy of building more brand heat within the capital.

“We are really excited about having this amazing opportunity to present our full collection in central London. Having a strong presence within London is key to our 2017 strategy.” says Björn Borg country manager, Neil Smith.

The Björn Borg pop-up shop will be open until December 18.