Bestseller sets its sight on the US

Danish fashion group, Bestseller is making its move into the US market, starting with the launch of its women's wear labels Vero Moda, Noisy May and Junarose (plus size range). The fashion company attended the trade event Magic in Las Vegas last month, where it showcased products from its labels.

“We are entering the US market through our women's wear brands Vero Moda, Noisy May Denim and Junarose (plus sizes),” said Jérôme Rolland, Vero Moda’s international sales manager to Fashionmag. “We have strong potential, having enjoyed a presence in Canada for the past 11 years.”

Bestseller brings Vero Moda, Noisy May and Junarose to the US

Bestseller move into the US market has been spurred on by the growing interest in the brands from US customers, as well as the ongoing success Vero Moda has witnessed in Canada, where the label has 700 retail customers as well as 12 stores.

Its entry into the US market will be overseen by its Canadian subsidiary, as the fashion group is said to give priority to large accounts, such as Bloomingdale's department store. “We're aiming for a mid to high range positioning. In the United States, unlike Europe, there is a real gap in fashion distribution between specialized chains and discount stores, like Ross and Target,” added Rolland.

Bestseller is currently negotiating terms with three US retail networks, and may open its own stores and offices somewhere in country, most likely in New York in the near future. Bestseller is set to showcase its women's wear brands at Coterie in New York this month as well as at the Dallas, Texas edition of the trade fair in October.

The Danish fashion group's entry into the US market comes as it launches its largest store to date online at www.bestseller.com, which houses all Bestseller's brands and their full product assortment on one site and offers a one joint checkout for all purchases.

“Our stores have always been considered our main marketing channels, so it is only natural that our company’s home on the internet should be a Bestseller store,” said Bestseller E-commerce director Jens Christian Buhl. The new website is set to begin shipping to Canada later this month and will be rolled out to include shipping to the US in January, 2015.

Images: Bestseller new site, back to work collection.