Open main menu

Bestseller A/S is a privately held family-owned clothing company based in Denmark. The company was founded in 1975 and has 17 brands.[1]

FoundedBrande, Denmark, 1975 (1975)
FounderTroels Holch Povlsen
Number of locations
2,700 retail stores & 15,000 wholesale customers
Area served
Europe, Middle East, India, China and Canada
Key people
Anders Holch Povlsen (sole owner)
Number of employees


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. Bestseller is family-owned and the company employs around 15,000 people.[2]


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

Women's clothingEdit

  • ONLY – BESTSELLER's largest brand, young female fashion
  • 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]
  • Mamalicious – maternity wear
  • VILA – for younger women
  • SELECTED Femme – sister brand to Selected Homme
  • Junarose – plus size
  • Y.A.S
  • Noisy May


Jack & Jones store in Leeuwarden
  • Jack & Jones – brand targeted at younger customers, with underwear and other garments aimed at the young consumer market. In 2007, the company established a new label "JJ ECO" which is Fairtrade-certified[citation needed]. They sponsor Danish sportsmen Mikkel Kessler and Kevin Magnussen, as well as Danish ESports team Astralis[3] and American Formula One team Haas F1 Team[4].
  • Selected Homme – contemporary menswear label, including tailored suits and shirts
  • Outfitters Nation – targeted at teenagers, later changed to LMTD
  • Only&Sons

Children's clothingEdit

  • Name It – clothes for babies and children.


  • Normal – personal and homecare hygiene store (25% share) [in Denmark only] [5]

Retail storesEdit

Bestseller has shops in most European countries, the Middle East, India, China, Uruguay, and Canada (over 45 countries in total).[6] Bestseller is one of the biggest European fashion companies in China with more than 1,200 shops[7] and is said to be "one of the only foreign clothing companies successful at penetrating the middle price range Chinese consumer market".[8] 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.[9] The Jack & Jones brand is sold in approximately 2,000 retail shops, of which 270 are Jack & Jones franchises.

Stakes in other retailersEdit

Bestseller, via its parent holding company Heartland, is the largest shareholder at 29.5% of British e-commerce firm, and owns 10% of German retailer Zalando[10]. In July 2018, Heartland invested $300m in German fashion startup About You[11].

In November 2012, Bestseller bought 10% of SmartGuy Group, when they became quoted on the Danish stock exchange Nasdaq OMX.[12]


  1. ^ "Archived copy". Archived from the original on 2016-01-29. Retrieved 2016-02-08.CS1 maint: archived copy as title (link)
  2. ^ a b "Bestseller hires world's best paid supermodel Gisele Bündchen". Invest in Denmark. 2007-07-23. Archived from the original on 2017-11-13. Retrieved 2008-06-12.
  3. ^ "Astralis enters partnership with major menswear brand Jack & Jones –". Retrieved 2019-04-26.
  4. ^ "JACK & JONES Continues Partnership with Rich Energy Haas F1 Team". Rich Energy Haas F1 Team. 2019-02-07. Retrieved 2019-04-26.
  5. ^ "Archived copy". Archived from the original on 2016-03-17. Retrieved 2016-07-02.CS1 maint: archived copy as title (link)
  6. ^ BESTSELLER – NewFrontpage Archived August 28, 2008, at the Wayback Machine
  7. ^ Fashion, Jobs, UK, Vacancy, England, Fashion, Clothing, job, search
  8. ^ EuroBiz Magazine – June 2006 Archived August 21, 2008, at the Wayback Machine
  9. ^ Vero Moda
  10. ^ "Archived copy". Archived from the original on 2018-08-23. Retrieved 2018-08-23.CS1 maint: archived copy as title (link) CS1 maint: BOT: original-url status unknown (link)
  11. ^ "Archived copy". Archived from the original on 2018-08-23. Retrieved 2018-08-23.CS1 maint: archived copy as title (link) CS1 maint: BOT: original-url status unknown (link)
  12. ^ "Bestseller køber sig ind i tøj-succes". Archived from the original on 2012-12-23. Retrieved 2013-01-26.

External linksEdit