Bestseller launches premium women's wear brand Postyr

London - Danish fashion group Bestseller has added another label to its roster; Postyr. The new women's wear brand sees Bestseller stepping into the premium segment as the company aims to diversify its fashion offering.

Rather than focusing on targeting a specific age group, Postyr aims to offer timeless styles crafted from high-quality fabrics. "Our target group, young or old, dares to stand out in the crowd and likes to combine our trendy, upgraded styles with basics. In short, they are edgy and quality-conscious," said Gitte Skaarup, Brand Manager Postyr in a statement.

Instead of launching the new brand in its existing brand stores, Bestseller aims to offer the brand through wholesale to potential buyers via online based tradeshows. "The end-consumer buys fashion on a daily basis and without problems – so there is no excuse why a trained retail buyer couldn’t do the same," adds Skaarup. "We believe that if you as a buyer have an overall knowledge on the brand value, the product, price, delivery, composition etc, then there should be no problems in buying without touching the products."

"By running our B2B sales digitally and keeping the number of collection samples to a minimum, we will save a lot of time and money which means more value for the customers. We will cut away the extensive internal and external sales meetings plus several weeks of selling time." During the first year Bestseller aims to arrange six online tradeshows, which will feature catwalk shows with audio and visual graphics to help guide buyers through the collection.

Bestseller will be focusing on working with "upgraded" retailers in key markets such as the UK, Germany, the Netherlands, and Scandinavia, as well as cross-border online premium retailers. At the moment the website Postyr.co is still under construction, but Bestseller is keen to develop a solid consumer and brand engagement strategy to ensure the new premium brand is a success.

"We want to add a strong SoMe strategy with consumer/brand engagement actions to create faster brand and style knowledge," continued Skraarup. "The digital approach combined with a strong SoMe plan will ensure a short value chain from design to customer – and ultimately, the end-consumer. We want to involve and inspire our consumers and make them feel they are a part of our brand."

The Postyr team is currently busy ensuring the first occasion wear collection for Postyr is ready for delivery for April/May 2018, as well as the full-scale collection for delivery July/August 2018.

Image: Postyr