Danish brand house Bestseller is launching a sub-brand for men’s young fashion brand Jack & Jones, which will offer faster lead times and lower prices.
Produkt will target key accounts in Europe including USC and Bank with pieces including knitwear, T-shirts and sweaters. Prices will be 20% to 30% lower than Jack & Jones, with average retail prices for a shirt ranging from £24 to £29 compared with the mainline’s £39.
Rather than working with agents the collection will be sold through one sales manager, currently being recruited, who will distribute it in cities across Europe. The line will launch for spring 14, with a two to eight-week delivery turnaround.
Bestseller international sales manager Dennis Birk Jørgensen, who is overseeing the launch, told Drapers: “We want to be even more aggressive. We are working with a very small group of sales people in order to keep the costs down.”
Bestseller will collaborate with its key accounts to produce “express styles”, said Jørgensen. “We will speak to them about what they are looking for and what they are missing and hopefully cater to that, almost like a private label.”
The Produkt team will be a designer, buyer and sales manager, all based in Denmark.
Bestseller, whose other brands include Vero Moda, Selected Homme and Vila, has also launched denim-focused menswear label Only & Sons for autumn 14. The group is restructuring its UK business, exiting some multi-brand stores and opening 15 to 20 single-brand stores across both Jack & Jones and Vero Moda.