Bjorn lobs another product down under

NATIONAL: Cult Swedish basics brand Bjorn Borg is set to launch a lounge and sleepwear range in Australia, barely a year on since the domestic debut of its underwear line.

Regional distributors Empire Workshop said the brand currently retailed in 60 stores across the country and it planned to grow this number to 100 by March 2009. Company representative Damon Jackson said while the introduction of a loungewear line would enhance Bjorn Borg's offering to existing customers, it would also attract new retail clients.

Current clients of the brand include fashion boutiques Tuchuzy, Billie & Rose, Somebuddy Loves You and Somedays along with department store David Jones. "We are still selling the collection but we are finding most interest from the independents at this stage," Jackson said. "We also have stores interested in the loungewear range specifically."

Empire Workshop had also launched a womenswear and socks line since the debut of Bjorn Borg underwear in late 2007, with plans to further expand its product offering over the next 12 to 18 months. Jackson said the company hoped to shake up Australia's surfwear market with the introduction of a men's swimwear line.

"We think this product would make a wonderful alternative to the usual surf brands currently in the market. There are other categories with Bjorn Borg that we are wanting to introduce to Australia but we want to ensure that the timing is optimal."

The lounge and sleepwear line would include V-necks, rob tights, sweat pants, zip hoods, pyjamas, nightgowns, rib tank tops and rib shorts priced from $50 to $130. The men's sleepwear collection features hues of greys, whites and black while the women's includes pinks, blues and yellows. All products are manufactured from cotton and feature the signature Bjorn Borg elasticised band.

Jackson had high hopes for both collections in the Australian market. He said the loungewear even offered a tasteful nod to the brand's tennis heritage through the use of block colours and comfortable fabrications. "We have noticed a trend for high quality, comfortable basics developing more attention internationally," he said. "Aussies have had a long affair with their 'trackies' so we feel this adds a sophisticated, high-quality option to the mix."

By Assia Benmedjdoub