After the recent announcement of the launch of women’s wear for its Jack & Jones brand, Bestseller has now revealed the launch 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 creations.

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.

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. 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 the company, its ever-increasing work within sustainability, its many new digital projects and – naturally – also the vast career opportunities the company offers both in Denmark and abroad.