Swedish underwear brand Björn Borg has acquired its UK subsidiary in a further move designed to cut the distance between its headquarters and its end consumer.

The company has acquired a 20% share held by the minority stakeholder of subsidiary Björn Borg UK Limited. Following the deal, the division is now wholly owned by the group, and is a step closer to the group goal of becoming a more vertically integrated company.

The acquisition was made in conjunction with the minority shareholder's exit as the managing director of the UK company, Björn Borg said. Former UK sales manager Neil Smith will take over as country sales manager for the UK branch.

"We have now taken yet another step to cut the distance between the Björn Borg headquarters and the end consumer," said CEO Henrik Bunge. "Integration is crucial to understand and consequently make a difference for consumers on our different markets."

In December, Björn Borg terminated its distribution contract for the Netherlands, Belgium and Luxemburg, instead bringing it in-house.

Bjorn Borg takes Benelux distribution in-house