Bestseller unveils new online brand The Founded

By

Sandra Halliday

Published
Jan 25, 2021

Fresh from announcing the forthcoming launch of womenswear for its Jack & Jones brand, Bestseller on Monday revealed the launch that afternoon of another new ‘brand’ with the online debut of The Founded, which will take over from its existing Bestseller.com webstore.

Launched by the UK-based Braveheart web design team, the “innovative multi-brand platform will be a treasure trove of beloved Bestseller brands, trending pieces and relevant product curations,” it said.

With a fresh aesthetic, the company said this digital destination will, “as Bestseller.com steps back, start a new journey with a focus on its community by delivering considered features, personalised content and inspiring product recommendations. Creating fashion for every lifestyle, for every moment, for the whole family”.

“The benefits of having strong partnerships with both established and new online partners are plentiful and we have therefore decided that our online store Bestseller.com should step back and make way for a new and exciting set-up. We are excited about this collaboration and we are confident that our current bestseller.com customers will like what they see,” said company owner and CEO Anders Holch Povlsen.

All current Bestseller.com customers looking for the firm’s products online, will be redirected from that website to Thefounded.com.

And the company said it has “great ambitions on behalf of Thefounded.com but also for Bestseller.com”. Interim Communication Manager Morten Norlyk said the firm’s namesake website “will eventually re-emerge as a new and more engaging corporate website for Bestseller, replacing the current about.bestseller.com.”

That means telling “more captivating stories about our company, our ever-increasing work within sustainability, our many new digital projects and – naturally – also the vast career opportunities we offer both in Denmark and abroad.”