On Tuesday evening, we had an evening mingle with a sneak peek at the brand new store concept. The tennis legend Björn was there, and also Olympic bronze medalist André Myhrer. Champagne, speech and of course, cutting of a ribbon. More images from the event over at Flickr!

After weeks of work for all parties involved we finally opened the new concept store in Stockholm, Sweden (at Sergelgatan 12-14). This is a new concept that will be applied to all our concept stores, so if you have a Björn Borg store near you, you will see something like this in the not too distant future. And if you don’t, you’re welcome to visit us in Stockholm.

Grand Opening of our new concept store on Kullagatan 12 in Helsingborg, Sweden today. Come in and say hello!