Come 31 July 2022 and Selected will be shutting down all of its 1,300 stores in China.
The Danish unisex fashion label, which is under Bestseller Fashion Group, seems to be one of those fashion labels that has been impacted by the latest pandemic menace in China.
Additionally, the brand had been struggling owing to high rents as well as reduced footfall at shopping malls.
The brand has also been lately putting efforts to enhance its image, which included developing new product lines like Silver or teaming up with major fabric IPs like Cordura, Gore-tex and Polartec to offer premium technical fabrics.
However, the recent pandemic wave seems to be a bit too hot to handle for the brand.
Meanwhile, Bestseller has not stated if Selected’s online presence will be impacted in any way.
Presently, it has more than 656,000 followers on Weibo and sells on its official website, and on its local channels such as Tmall, WeChat Mini Program and JD.com.
Founded in 1975, Bestseller originally focused only on womenswear, before also moving over to kidswear in 1986 and menswear in 1988.
