Brand and Bestseller

Topics: Vero Moda, Brand, Retailing Pages: 12 (3441 words) Published: March 18, 2013
Bestseller A/S is a privately held family-owned clothing company based in Denmark. The company was founded in 1975 and has 10 brands. Today, Bestseller has well over 5,700 stores selling its product in more than 43 countries, which makes it one of the largest fashion companies in Europe.[1]


The company was founded in 1975 by Troels Holch Povlsen in Brande, Denmark, originally its focus was on women's fashion. It introduced children's clothing in 1986 and menswear in 1988. As of 2007, the company is family owned and it employs more than 39,352 people.[2]


The company has a number of big name and different brands under which it sells its clothing. The brands are listed below, and are sold both in the company's own stores and in independent retailers.

[edit]Women's clothing

Vero Moda - The company's basic brand of women's clothing. In 2007, the company hired the supermodel Gisele Bündchen to promote the brand in 2007-08.[2]

Pieces - Accessories.

ONLY - Jeans / denim.

Mamalicious - Maternity wear.

VILA - For younger, fashion conscious women.

Selected Femme - Sister brand to Selected Homme.


Jack & Jones - more fashionable brand targeted at younger customers, with fashionable underwear and other clothing garments aimed at the young consumer market. In 2007, the company established a new label "JJ ECO" which is Fairtrade-certified, also sponsor of Danish Boxer, Mikkel Kessler.

Selected Homme - more conservative brand including suits and shirts.

Outfitters Nation

[edit]Children's clothing

Name It - Clothes for babies and children.

Bestseller has shops in most European countries, the Middle East, India, China and Canada (over 45 countries in total).[1] Bestseller is one of the biggest European fashion companies in China with more than 1,200 shops[3] and is said to be "one of the only foreign clothing companies successful at penetrating the middle price range Chinese consumer market".[4] Shops sell either clothing of one single brand or of all brands of the company. There are more than 800 shops selling Vero moda around the globe.[5] The Jack & Jones brand is sold in approximately 2,000 retail shops, of which 270 are Jack & Jones franchises.

From 1998 to 2000, Bestseller A/S were co-sponsor for a professional road bicycle racing team, which had Jack & Jones as part of its name. Since the start of 2006, Bestseller has been a sponsor of the Danish Olympic team.

In November 2012, Bestseller bought 10% of SmartGuy Group, when they became quoted on the Danish stock exchange Nasdaq OMX.[6]

Throughout the past 30 years, Bestseller has been characterised by good quality at the right price and the philosophy has always been- “Sell more at lower prices”. This is also true today. The largest activity is still retail. In 2005, Bestseller’s turnover was € 967 mn. This does not include turnover and earnings for China and partner related retail turnover. The retailer does not own any factories, instead they co-operate with loyal suppliers. Approximately half of the production takes place in Europe and the rest mainly in Asia. Moreover, they have independent buyers in Italy, Turkey, India and China.

Bestseller’s clothes and accessories target young women and men, teenagers and children and they are sold under the brand names: EXIT (children’s wear for 2-10 year olds), Vero Moda (urban fashion for women), Jack & Jones (jeans wear for men), VILA (feminine fashion), Name It (babies’ wear up to 3 year olds), ONLY (jeans wear for young women), Selected (fashionable men’s wear), Pieces Accessories (fashion accessories), Object Collectors Item (a sub-brand to ONLY), Gosha by Vero Moda (luxurious women’s wear), mama-licious (fashion for pregnant women) and OUTFITTERS NATION (unisex jeans wear for young people).

Bestseller’s products are now sold in Europe, the Middle East, China and Canada mainly through own chain stores but also...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • brand Essay
  • Essay on Brand Positioning and Core Values
  • Brand Management Dockers Essay
  • Johnnie Walker: Brand Personality Essay
  • Brand Essay
  • Brands Essay
  • brand Essay
  • Brand Essay

Become a StudyMode Member

Sign Up - It's Free