ONLY Parent Company Launches New Brand Selected People To Take Sustainable Route

Danish Fashion Group Bestseller, which has more than 20 fashion brands including Jack & Jones, ONLY and Vero Moda, will launch a new brand Selected People facing the mid end market on the basis of the existing product mix.

Based on the mix of Danish Scandinavian style, the group has made some adjustments in accordance with the Asian fashion trend. In the first series, there are 160 fashion and functional clothing for men and women in the first series. The material is mainly made of wool and velvet, and the color of Selected is more focused on Navy, camel, gray, white and other classic colors. People

In its synchronized party series, Select People has also boldly designed several velvet dresses and organic cotton tuxedo.

Different from Bestseller's low price brand strategy, the new brand is the main line of sustainable development in fashion industry. It has made some changes in the raw material purchasing process of clothing.

"Our brand hopes to make some changes in raw material procurement in order to maintain the quality and sustainable development of the brand.

In the production process, we have postponed production for several times so that suppliers can have time to develop better quality recycled wool. At the same time, we are constantly increasing the clothing styles made of sustainable fiber, "Henrik Busk, Designer Director of Selected People added." we believe that the different ways of clothing quality and brand concept convey great impact on the brand. "

For Bestseller, it also means that it is looking for more possibilities for the group.

Bestseller, founded in Denmark in 1975 by Troels Holch Povlsen, is a typical family business.

Women's wear was introduced in 1987.

Product line.

Shortly afterwards, the men's wear brand was launched in 1989.

After entering the Chinese market in 1996, the group was named "bestseller".

The company's sole proprietorship is mainly engaged in three brands of ONLY, Jack & Jones and Vero Moda, and quickly occupied the major department stores in China in the way of Direct stores.

However, in recent years, with the development of digitalization and the new generation of consumer force, Bestseller has to change its strategy of direct selling and cheap women's clothing.

At the beginning of this year, Bestseller has invested in German fashion e-commerce platform About You through its holding company Heartland, which works in mixed mode, partly for self owned retailers and the other for the market directly.

In Germany, its market share is second only to Zalando's second largest online.

Retailer.

Then, in April, Bestseller bought French Connection's high-end lifestyle brand Toast Limited.

Anders Holch Povlsen, chief executive of Bestseller group, said after the acquisition that he was convinced that it was a brand with growth potential after consulting with the management team of Toast.

Compared to other brands under Bestseller, the base price of Toast is about 2000 yuan, and the purchase of the brand also shows the desire of Bestseller to the middle end market to a certain extent.

However, the pformation is clearly continuing.

The first Selected People series will be sold in 16 countries, including the United States, Canada, the United Kingdom, Belgium, Denmark, Germany, Spain, Ireland and so on through website www.selectedpeople.com.

The price of goods will be between 120 euros and 600 euros (RMB 900~4000 yuan).