BESTSELLER is a family-owned Danish fashion company to expand its India portfolio to four brands is planning to soon bring in its premium brand — Selected. The privately-held company, which owns around 15 brands, currently operates menswear brand Jack and Jones, and women's brands Vero Moda and Only in India.

Ranjan Sharma, chief information officer at Bestseller India said that they have added one more brand, Selected, to their portfolio which they plan to launch in a couple of months.

The company will launch only the menswear collection under the Selected brand in India to begin with. It will cater to a slightly premium category than Jack and Jones, Sharma said. Bestseller, which runs 120 exclusive stores in India, will launch Selected on one of the online marketplaces initially before taking it to the brick-and-mortar format at a later stage.

Most Bestseller's customers in India are young people who are increasingly getting accustomed to online shopping with is one reason for the online – first strategy. Across all three brands, their customers will range from 18 to 28 years and they are always online, Sharma said.

On ecommerce, they have grown from 1% -10% in the course of one year.

Bestseller market their products in 70 markets across most of Europe, the Middle East, Canada, India and globally via e-commerce. They have more than 3,000 branded chain stores across 38 markets worldwide and their products are sold in approx. 15,000 multi-brand and department stores.