Danish fashion group Bestseller is expanding its current brand offering with the launch of a new women's wear label, dubbed 'First & I.'

Created especially with the UK market in mind, the contemporary label will act as sisterbrand to one of Bestseller's best known brands, Vila. First & I is aimed at younger women and will offer the latest trends for low prices as the Danish fashion group hopes to go head to head with fast-fashion retailers such as H&M and Zara.

Allan Vad Nielsen, country manager for Bestseller for the UK, the US and Canada told Drapers that the group hopes First & I will help bring the concept of fast-fashion to whole new level. “With a small collection we have the possibility to meet the market demand for shorter delivery times, whilst delivering the best quality and price.”

The new women's wear label is set to official launch next month.





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