Jens Bjerg Sørensen founded Jens Bjerg Sørensen Trikotagefabrik, initially producing socks and sweaters. After some tough wartime years, the company started manufacturing underwear and nightwear. The original 300 series was born.

Running a business is no easy feat, especially when you are up against powerful Danish textile producers. But Jens Bjerg Sørensen stands strong against the pressure, and his business philosophy of “my word is my bond” – along with his strategy of delivering small batches on a day-to-day basis to prevent shops from overbuying stock – proves to be the road to success.

During the 60’s, JBS used a black male model to present a new, black underwear collection. It attracted significant attention and delivered precisely what Jens Bjerg Sørensen desired: publicity. Additionally, JBS is the first company in Denmark to start collaborating with leading contemporary designers to create more fashion-oriented underwear collections. One of the greatest successes is Margit Brandt’s spectacular collection who was a famous designer.

On September 11th, 1970, JBS inaugurated their new headquarters at Bornholmsvej 1 in Herning and invited business partners and friends to a festive opening. It marked a milestone and a headquarters that strongly signals and underscores JBS’s corporate values. The headquarters, which still attracts attention to this day, was designed by the architects Friis and Moltke.

When the opportunity to take over the two existing underwear brands Olympia and Marathon arose, we made one of the most important decisions in the history of JBS Textile Group A/S. In the late ‘80s, we received an increasing number of enquiries from various supermarket chains regarding a sales cooperation, but the brand JBS was exclusively sold in menswear shops.

The acquisition of Olympia and Marathon positioned us to offer affordably priced, high-quality underwear through other sales channels. This strategic move empowered us to venture into Danish supermarkets and department stores with confidence.

The reputable Norwegian underwear factory, which also dates from the ‘30s, represents many of the same values ​​that JBS also stands for – including high quality. Together with a good brand, we have now established a solid platform in the Norwegian market: Office, distribution channels and a talented sales team, who can also promote JBS products as they take Dovre around Norway.

From always having had our own production facilities in Herning, in the mid-90s we decided to move part of the production to a recognised underwear manufacturer in Lithuania. We gradually become the factory’s largest customer, and as the orders flood in, we gain plenty of experience and expertise in all aspects of the production. It then becomes a natural step for us to take over the well-functioning factory with its approx. 165 employees. This creates a secure framework for all our future production and ensures the quality remains high, so that the need for great flexibility is fulfilled and delivery reliability remains completely stable.

The acquisition of Denmark’s largest men’s underwear retailer, the underwear department in Illum in Copenhagen, not only provides a luxurious and prestigious place to sell our own products – the investment also provides invaluable market insight and input from major international brands.

We acquired the renowned Danish men’s sock brand, Egtved. The brand represents many of the same values ​​as JBS, while we bring considerable expertise to the company.
Egtved is an obvious choice to complement our product portfolio, as high quality underwear and socks make an ideal match, and a natural synergy is created by being able to offer both products to our customers.

We start a collaboration with the Danish celebrity and style commentator, Mads Christensen, also known as Blærerøven (Smart-arse). In a collab with Mads as designer and celebrity name, we launched a sock collection through Marathon, which turned out to be a resounding success.

The collection is sold in hypermarkets and supermarkets nationwide. And since 2009, this collab has led to the sale of several million pairs of socks. This sparks off more ideas about future collabs with both Danish and international celebrities.

Resteröds has been a solid, reputable brand in its native Sweden since 1935. Specializing initially in producing original underwear of high quality, the company went on to create full clothing collections for both men and women. After its failure to make this a successful venture, we opted to buy the brand in 2010. With JBS at the helm, Resteröds returns to men’s underwear and clothing. It is a fashion-based brand that particularly appeals to a younger target audience.

In 2010, we established a new sub-brand: Proactive by JBS. The appropriate pay-off “Designed to work” supports the collection’s strength – to offer functional underwear for people in physically demanding lines of work. The collection is extra durable and offers essential properties such as thermal function and wickability. Proactive by JBS quickly gained a strong position in the Danish DIY sector.

After several years of deliberating the launch of online sales directly to consumers, we made a pivotal decision in 2012 to acquire the online shop intimo.dk, which specializes in selling branded underwear for men and women. This strategic move not only provided us with a direct sales channel to end-users but also consolidated a variety of our own brands under one retail outlet. Additionally, it allowed us to offer a diverse range of other brands simultaneously. Through intimo.dk, we gained access to a robust sales channel and invaluable insights into the dynamics of online underwear sales.

The next step in JBS Textile Group’s celebrity collabs takes the form of a collaboration with the Danish tennis star Caroline Wozniacki. Thanks to her position as no. 1 on the WTA tour in 2010, Caroline has now become known far beyond Denmark’s borders, making her an attractive name for us to be associated with on the export markets. The feminine underwear collection is well received, but our Behind The Scenes film, which is shown on the internet, particularly grabs the public’s attention, especially on American Yahoo.

When Portuguese football icon – and four-time Ballon d’Or winner – Cristiano Ronaldo stumbled upon our Wozniacki film on Yahoo in 2012, it marked the beginning of a new adventure for JBS. Ronaldo reached out to us to discuss a collaboration to develop, produce, and sell underwear under his name.

Our collaboration on the CR7 collection opens up new and unprecedented opportunities for JBS Textile Group A/S in export markets. Within the first six months of launching the CR7 collection, we expanded to over 50 new markets worldwide.

As a result of the remarkable success in the underwear segment, Ronaldo seeks to expand the brand’s offerings. The concept entails crafting stylish men’s shirts, and the football star has entrusted JBS Textile Group A/S with overseeing the project. In 2014, we forged another partnership with Cristiano Ronaldo, this time focusing on shirts.

In autumn 2016, JBS Textile Group A/S once again expanded its brand portfolio. The acquisition of HB Textil represents the addition of five solid, established brands: Claudio, Symfoni, Laze, Beautiful Legs by Caroline Fleming, and Decoy. This addition brings valuable experience and expertise to our company, as HB Textil excels in all aspects of producing women’s underwear, socks, and tights.

In 2018, we launch a new brand: ”JBS of Denmark”. With the payoff ”Designed to relax”, we created a loungewear- and underwear collection for men. Leveraging our expertise in textiles, fittings, and functionality, we create a collection that is simply comfortable to wear. Crafted from bamboo-viscose and organic cotton, our garments boast a luxuriously soft feel against the skin, all while upholding our commitment to care for the environment.

JBS of Denmark proudly introduces its first women’s collection, featuring a harmonious blend of underwear and loungewear crafted from sustainable materials.

Hype the Detail adds a festive touch to any outfit and every occasion – from relaxation to everyday wear and formal events. The collections feature printed logo tights, glittery socks, leggings, tops, and more. Details; that is what we do and what we look for. Hype the Detail caters to the fashion-conscious customer, as our styles stand out from other brands with basic items. We offer seasonal collections which can be found in fashion stores.

This acquisition was done in an effort to further strengthen the knowledge on textile recycling. A new division dedicated solely to the circular textile economy has been established to benefit the environment.

Acquisition of Niels Mikkelsens Trikatogefabrik strengthens JBS’ current position in the textile- and underwear industry.

Connexion Tie has been a leader in this niche for several years and produces through an efficient and responsible chain of global suppliers. The acquisition is a part of JBS’ strategic plans to continue expanding and strengthening the current position in the textile industry.

JBS Textile Group acquires stock majority in entrepreneur business hviid hviid ApS that specializes in circular textile economy.

HRT is a specialist in production of OEKO-TEX and GOTS textiles for baby, children, and the segment of adults at their own BSCI and FAIRWEAR audited factories in the western part of Ukraine.

On October 1st. 2022, JBS Textile Group acquired the Dutch children’s clothing company Tumble N’ Dry. The acquisition is a part of JBS’ strategic plans to continue expanding and strengthening the current position in the textile industry – both national and international.

On October 1st. 2023, JBS Textile Group A/S acquired the Danish belt and accessories company Philipsons. The acquisition strengthens the position as a versatile manufacturer.

On April 8th, 2024, JBS Textile Group A/S acquired the Danish company Kabooki A/S. Kabooki A/S (founded in 1993) designs and manufactures LEGO® kidswear in licensing cooperation with the toy giant LEGO Group. Kabooki A/S has thus many years’ experiences as a supplier of children’s clothing in both retail, e-commerce and in LEGOLAND parks.

The acquisition marks an international step forward in JBS’ strategy to expand and further strengthen our presence in the European children’s clothing market.