The Björn Borg underwear, clothing, footwear and accessories brand is launching in China next year, after setting up a joint venture to handle its distribution in the country.

The new business will be 75% owned by Björn Borg, with its Chinese retail partner taking the remaining stake.

One of the owners on the Chinese side is Penny York, who has previously worked at garment manufacturing and brand company Dragon Crowd, where she built up the international underwear brand Schiesser in China, with over 500 points of sale.

The plan is to establish sales in Shanghai during the second half of 2012, primarily through Björn Borg stores and shop-in-shops in large department stores, offering underwear, sportswear, footwear and bags. There will also be e-commerce operations.

"We believe that Björn Borg will attract a growing middle class that wants strong, personal brands. With a knowledgeable and well-connected partner, we expect good opportunities to build sales in one of the world's most important consumer markets," says Arthur Engel, CEO of Björn Borg.