The Danish fashion firm Bestseller, which opened its first store in China in 1996, now has more than 2,000 stores across the country selling its Jack & Jones, Vero Moda and Only brands, writes DR Penge.
Dan Friis, who together with Allan Warburg co-founded Bestseller in China, in partnership with the Bestseller concern in Brande, Denmark, told DR Penge: "We have tailored our clothes to fit the Chinese body shape, so that it looks good on them. We have also focused on Chinese tastes, putting emphasis on trendiness and presentation value to radiate their new lifestyle."
Bestseller focuses on the 20-35 year old age group in the growing Chinese middle class, which continually expects to see something new. Bestseller is responding by providing 1,800 new products every year for each of the three brands, with new clothes arriving in the stores twice a week.
"China is an amazingly dynamic place," says Allan Warburg to DR Penge. "The market is evolving all the time. It creates great opportunities if you can keep up with the pace, but it also means that you have to continually reinvent yourself. If you stand still in this market, you're lost."
Bestseller plans to introduce a fourth brand, Selected, in China this August and is planning to open yet more stores. Last year the company opened 600 new stores in China.