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Article: Game, set & matching briefs ; Bjorn Borg may have lost his tennis fortune in a costly divorce, but his latest racket - underwear - is a smash hit. Now the ball's in his court, he tells Josh Sims
- Article from:
- The Independent (London, England)
- Article date:
- February 12, 2007
- Author:
CopyrightCopyright 2007 The Independent - London. Provided by ProQuest LLC. (Hide copyright information)
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Worldwide Brand Management (WBM) is a little-known fashion
company outside Sweden and one that is today on something of a high:
last year saw its biggest ever growth, with sales hitting [pound]60m
and profits doubling. It has four stores in its homeland and 12
franchises across Europe. It makes bold, slightly offbeat underwear,
casualwear, and accessories in the vein of a Scandinavian Diesel.
Bjorn Borg, meanwhile, is a rather well-known, one-time tennis
champion on something of a low. Or at least he was: divorces and
financial woes, international outrage at the idea of selling his
Wimbledon trophies and so on are all behind him. WBM is the
management behind the Bjorn Borg men's - and ...