May 9, 2024 | By Anurima Das

BESTSELLER, the Danish fashion house renowned for contemporary apparel, accessories and footwear is all set to grow its portfolio in the UAE region by opening its Middle East Headquarter in Dubai Design District. Furthermore, there are serious plans to open Retail for Jack&Jones and Vero Moda in the near future. This was announced at the grand showcase of BESTSELLER’s top brands namely Jack & Jones, Vero Moda, ONLY, name it and other premium upcoming brands highlighting their latest collections at the regional head-office located in Dubai Design District. 

What’s the differentiating factor? 

Driven by tech, value for money and sustainability in fashion, BESTSELLER’s office and showroom space is designed to cater and service all wholesale, e-commerce and retail partners in the MENA region. The fashion house has implemented multiple initiatives to enhance the customer experience, all the way from buying, reporting, data analysis to consistently optimizing the customer and product performance.  

Keeping the brand’s story and ethos in mind, BESTSELLER is now ready to step up and grow its presence in the region. Elke Jungbauer, Commercial Director, BESTSELLER MENA mentioned, “Known for its commitment to quality and craftsmanship, BESTSELLER has successfully garnered the trust of customers globally by offering products made with attention to detail and benchmark production standards. BESTSELLER’s focus on trendy designs and affordable pricing are aimed at making fashion accessible, reaching a wide range of customers. This combination of quality and affordability sets BESTSELLER apart in the wholesale & retail landscape.” 

Ruling with the right approach 
BESTSELLER leads with a team comprising individuals from various nationalities and backgrounds. Diversity fosters creativity and brings different perspectives to the table, which is essential for their success, Jungbauer resonates.  

She adds, “We recognized the importance of local presence for sustainable growth. Operating solely from Europe wasn’t feasible anymore. We brought together a mix of talent from Europe and the region, leveraging their expertise to tailor our approach to the local market. We’re currently looking at both owned operations and partnerships that can help us penetrate the market. From a brand perspective, we want to collaborate strategically with partners who align with our vision and together create the right formula for the middle eastern market.    

New initiatives for growth 
Based on many decades of data and experience, BESTSELLER has devised the NOOS program, also stands for ‘Never Out of Stock’ that tackles product availability and convenience for B2B partners. The program ensures that the key items are always in stock, offering customers a reliable selection of essential wardrobe pieces year-round, providing a dependable shopping experience, fostering brand loyalty and trust. 

“The almost limitless possibilities of the NOOS program provides a balance between stability and innovation that caters to the changing customer preferences, providing a competitive advantage and a compelling unique selling proposition for the apparel group. Customers appreciate the consistency and convenience of the NOOS program, which strengthens BESTSELLER’s position as a trusted fashion retailer in the region. BESTSELLER has further innovated the shopping experience by adding numerous digital tools to the showroom and web store, underlining our commitment to excellence and growth in the UAE and beyond,” added Jungbauer. 

While BESTSELLER has already opened its first Vero Moda Partner Retail store in Jordan in November 2023 and with JACK & JONES having 12 Partner Retail Stores in the MENA region including Saudi, Kuwait & Jordan, the fashion house also plans to launch its e-commerce operations for the coming year for JACK & JONES and Vero Moda. 

Retail is a promising landscape 
Retail is evolving rapidly, driven by factors like e-commerce and changing consumer preferences, Jungbauer here mentions, “We aim to stay agile, adapting our strategies to meet the dynamic needs of our customers. Pricing that’s why is a big consideration and we ensure our products remain affordable while reflecting the value they offer. Each brand has its distinct positioning, catering to different segments of the market. So, it is imperative that we keep the distinct customer sentiments in mind when planning our market strategies in this region”. 

Jungbauer lastly when commenting on the growing retail horizon globally mentions, “Flexibility and adaptability are key. Retail is constantly evolving, and it’s essential to stay ahead of trends and customer expectations. Additionally, understanding the local market and translating global success stories into relevant strategies is crucial for sustained growth”. 

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