NEW DELHI: Danish fashion company Bestseller will soon bring in its premium brand — Selected — to expand its India portfolio to four brands. The privately-held company, which owns around 15 brands, currently operates menswear brand Jack and Jones, and women's brands Vero Moda and Only in the country.
"We have added one more brand, Selected, to our portfolio which we plan to launch in a couple of months," said Ranjan Sharma, chief information officer at Bestseller India.
The company will launch only the menswear collection under the Selected brand in the country to begin with. It will cater to a slightly premium category than Jack and Jones, Sharma said. Bestseller, which runs 120 exclusive stores in India, will launch Selected on one of the online marketplaces initially before taking it to the brick-and-mortar format at a later stage, he added.
One reason for the online-first strategy is that most Bestseller's customers in the country are young people who are increasingly getting accustomed to online shopping. "Across all three brands, our customers will range from 18 to 28 years and they are always online," Sharma said. "On ecommerce, we have grown from 1% -10% in the course of one year," he said.