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Bestseller launches into the US

Danish brand house Bestseller will launch three of its womenswear brands, including Vero Moda, in the US next year.

The business will also take denim-focused label Noisy May and plus-size brand Juna Rose into the US for spring 15, after a successful showing of all three at Las Vegas trade show Magic in August.

Allan Vad Nielsen, head of Bestseller Group in US, Canada and the UK, told Drapers he expects “fast expansion” for Vero Moda in particular through the wholesale channel in the US, as it has a broad product mix that will appeal to customers on either coast.

He added: “We have seen great success in China and Europe, thanks to our Scandinavian DNA. That will differentiate us from the American brands in major chains throughout the US. It’s the same point of difference that Gap has in the UK market.”

Vad Nielsen said the company would like to open showrooms in the US in the next 12 months, but has no plans to open stores.

“We want to focus on our wholesale and ecommerce business, growing a better understanding of the US market. Although we feel we have a strong product offering, we are not naive to the fact that it is a new market, which we need to understand before we consider this.

“Our plan is to identify and establish strong strategic partnerships with key accounts that have strong real estate positioning, but the appropriate product assortment. From this we will grow the US business and create Bestseller US showrooms.”

Bestseller has 18 brands in total.

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