Houthoff Buruma advised Björn Borg on the acquisition of Benelux distributor Baseline. Baseline Group operates the Björn Borg business in Benelux, including wholesaling of mainly underwear and sports apparel as well as retail operations of twelve Björn Borg concept and outlet stores in the Netherlands and Belgium. The acquisition of the Benelux operations is an important step in accelerating the vertical integration of the Björn Borg operations and in line with the strategy to get closer to consumers and retailers. The Benelux region is the largest market for Björn Borg, ahead of Sweden, accounting for 26% of total brand sales in 2015. Björn Borg’s shares are listed on Nasdaq Stockholm.

Houthoff Buruma team included: Joram van den Berg , Jacques Kröner , Luke van de Laar , Paul de Vries