Bestseller says its plus-size brand Evoked Vila, which entered 15 markets within just under a year of its launch, is now set to embark into physical retail in August and September, with initial locations planned for the Danish cities of Odense, Kolding, and Randers.

Plus, it says the Evoked shop-in-shop concept will continue its expansion across the European market.

Evoked Vila brand director Simon Khong Harbjerg said: “The opening of branded stores is a clear signal that Evoked Vila has had a positive start, and we are invested in realising the brand’s full potential. Our ambition is to become a globally dominant plus-size brand, which is not an ambition everyone launches with.”

The plus-size brand reports its performance has been well-received in Germany, which is its sister brand Vila’s largest wholesale market. It also notes that it is doing well in southern European countries such as Spain.

Bestseller explains that in Germany larger wholesale partners are actively engaged in deploying shop-in-shop setups. Moreover, both domestic and international partners have expressed interest in establishing physical Evoked Vila stores.

Harbjerg continued: “It is fair to say that there is a great internal pride associated with entering the new segment of the fashion market, and we want to monitor everything closely and be in dialogue with customers to ensure that we do things right.”

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From the outset, planning and continuous engagement with the target demographic through focus groups have defined the Evoked Vila project. The company states the approach was implemented prior to the brand’s debut in September 2022, involving ongoing interaction with women within sizes 44-56 to discern their wardrobe preferences.

Vila’s creative director Ann Stolten Møller noted: “Previously, there may have been a tendency for plus-size brands to make decisions on behalf of women, but we want to open the selection so that all women, regardless of size, can wear the clothes they want and feel confident.”

Danish fashion brand Selected Femme launched last month (July) with what it described as the “world’s first-ever” dress made with regenerated polyester fibre cycora. It was developed by LA-based innovator Ambercycle, an innovator in Bestseller’s Invest FWD portfolio.