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Bestseller acquires Toast from its founders and French Connection

Bestseller has acquired the premium women’s wear and lifestyle brand Toast from its majority owner French Connection and founders Jamie and Jessica Seaton. The acquisition is subject to regulatory approval and is expected to be completed within four to six weeks.

The company expects the partnership to be mutually beneficial and looks forward to supporting Toast in its current growth phase with experience and knowledge on a global scale. The deal, which is subject to French Connection shareholder approval, will lead to Toast joining the Danish group’s brand line-up which includes Bestseller, Vero Moda, Jack & Jones, Only, Selected and Vila among others.

Founded 20 years ago in Swansea by the Seatons, who had retained a 25 per cent stake in the business following the sale of 75 per cent stake to French Connection in 2000, Toast has a reputation for taking traditional textiles and reimagining them in a contemporary style.

It has 13 stores in the UK and is also sold through wholesale and online channels. As a part of the deal with Bestseller it will remain an independent company and will be run by its existing staff.

 
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