One of Europe’s biggest clothing retailers, Bestseller Fashion Group plans to close all 1,300 physical stores of its Selected menswear brand in China by July 2022. As per a Yicai Global report, Selected mainly sells business formals and business casuals for men. The brand tried to revive its business by launching new technical and functional product lines such as Siver and upgrading to attract new generation of shoppers. However, the brand failed to attract shoppers to its stores.
It was also plagued by rising store rents, management fees and other expenses The brand said, the pandemic has led to huge changes in consumer demand, affecting China’s traditional retail industry. Founded in 1997, Selected entered the Chinese market in 2008 as the fourth brand under Bestseller China after Only, Vero Moda, and Jack & Jones. Bestseller has more than 10,000 stores in more than 40 countries.
