Bjorn Borg “Grocery” Store Concept

Bjoern Borg, the underwear label, has launched a new store concept in the Netherlands. The concept is based on the classic grocery store, but the products sold are of course underwear and sportswear. With this approach, they wanted to go back to the original characteristics of the local grocery stores: quality, small scale and authenticity. In the store, you will find the old wooden registers, crates, tins with underwear and scales. The interior is very light and transparent. You can find these stores in Amsterdam, Utrecht and Eindhoven. In Utrecht, they even have an underwear vending machine, so you can buy new undies 24/7! Not sure if they will bring the concept to other countries…

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