Björn Borg serving in SoHo

Tennis star’s fashion firm will use space for retail and showrooms

Swedish tennis star Björn Borg is bringing his athletic wear to SoHo, his first U.S. location.
Björn Borg Inc. recently signed a two-year sublease for 2,000 square feet at 89 Crosby St., between Prince and Spring

streets. The company will use the ground-floor space for retail and showrooms.
The asking rent was $90 per square foot, which is considerably cheaper than the rents along the neighborhood’s Broadway shopping corridor.

“It’s a little more of a destination space,” says KRISTIN McCANN, a Sinvin Realty broker who, along with colleague ROXANNE BETESH, represented both the tenant and the landlord in the deal.
Björn Borg is subleasing the space from Gawker Media, which moved its office out of the building last month. Lucia Chen owns the 98-year-old building.

Although this is Björn Borg’s first American location, the company operates shops in a dozen international markets. Its fashion collection includes casual wear, such as hoodies and T-shirts, as well as swim suits and underwear.
Although Mr. Borg played his final tournament 27 years ago, he still has legions of fans. During his career, he won five Wimbledon tournaments in a row and six French Opens.