Henrik Bunge has been appointed new CEO of Björn Borg. Henrik Bunge has an excellent track record from executive positions involving strong retail brands, most recently as CEO of Peak Performance and Head of Adidas Group in the Nordic region. Henrik Bunge will assume the position as CEO on August 1, 2014.

Vice President Henrik Fischer will remain as Acting CEO until then. Henrik Bunge joins Björn Borg from Peak Performance, where he was President 2012-2013.