Selected Femme/Homme

What Selected Femme/Homme does

Selected Femme/Homme is a Danish fashion brand founded in 1997, operating as a wholly-owned brand under the BESTSELLER A/S conglomerate. The brand designs and retails Scandinavian-inspired clothing, footwear, and accessories for men and women, with a positioning thesis built around timeless design, durability, and sustainable material sourcing rather than fast-fashion cycles. As of end-2025, 74% of fibers used are certified or branded materials (85% organic cotton, 78% certified wool, 75% recycled polyester, 100% certified down via Re:Down®), with manufacturing executed through long-standing partners in Bangladesh, China, Pakistan, and Turkey.

Distribution is dual-channel. E-commerce is operated through selected.com, legally managed by BESTSELLER Handels B.V. in Amsterdam with order fulfillment and returns handled from Łożienica, Poland; the platform serves markets including the UK and Denmark. Physical retail comprises 19 owned stores: 17 across Denmark (Copenhagen, Aarhus, Odense, Aalborg, Kolding, Vejle, Herning, Silkeborg, Frederiksberg, Rødovre, Lyngby) and 2 in Dublin, Ireland, supplemented by department store concessions within Magasin and Salling. Payment processing is handled via Adyen (cards), Klarna (invoice), and PayPal; the brand runs a Partnerize-powered affiliate program for fashion publishers and influencers.

The business model is primarily one-time direct product sales of seasonal collections (Summer, Linen), curated edits (The Denim Edit, Premium Selection), and core apparel categories. Complementary revenue mechanics include the free Selected+ loyalty program (10% member discount, points, pre-sale access), the Re:Selected second-hand buy-back/resale channel currently available only in Denmark, and digital gift cards. Marketing spans organic social (Facebook, Instagram, LinkedIn, Pinterest), email, editorial Stories content, and affiliate channels.

Name

Selected Femme/Homme

Legal name

BESTSELLER HANDELS B.V.

Website

https://selected.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Selected Femme/Homme is a Danish fashion brand founded in 1997 and owned by BESTSELLER A/S, designing and retailing Scandinavian-inspired clothing, footwear, and accessories for men and women via 19 owned stores across Denmark and Ireland, plus e-commerce serving multiple European markets.

Ownership category

akta.pro rank

Product category

Apparel and Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industry

Apparel, Footwear & Accessories Resale (CRAFAGAA)

Keywords

• Women's apparel
• Men's apparel
• Scandinavian fashion
• Fashion ecommerce
• Sustainable clothing

Headquarters

HQ city

Brande

HQ country

Denmark

HQ region

Europe

Offices22 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Revenue generated through direct sales of apparel and accessories via e-commerce platform (selected.com) and owned retail stores. Products include clothing, shoes, bags, and accessories for men and women.
2. Loyalty Program (Selected+): Subscription-based loyalty program offering members benefits including 10% discount, points collection, exclusive offers, pre-access to sales, and VIP events. Earns points with purchases both online and in-store.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Selected Femme/Homme designs, manufactures, and retails Scandinavian-inspired apparel, footwear, and accessories for men and women through its own e-commerce platform (selected.com) and 19 owned physical stores in Denmark and Ireland. Its assortment spans suits, blazers, shirts, knitwear, jeans, outerwear, dresses, shoes, bags, and accessories, with curated collections (Linen, Summer, The Denim Edit, Premium Selection) and supporting programs including the Selected+ loyalty membership and the Re:Selected second-hand resale program.

Product overview

Selected® is a Danish fashion brand for men and women established in 1997, offering a complete wardrobe solution across multiple categories. The core offering consists of men's and women's clothing (including suits, blazers, t-shirts, shirts, knitwear, jeans, outerwear), footwear, and accessories. The product portfolio includes seasonal collections (Summer, Linen), curated edits (The Denim Edit), and premium tiers (Premium Selection). Value-added offerings include the Selected+ loyalty program for member benefits, the Re:Selected second-hand resale program, and gift cards. The brand operates under the BESTSELLER group parent company.

Differentiator

Problem solved

Functional benefit

Brands

• Selected+: Loyalty program offering members benefits including 10% discount, point collection, exclusive offers, pre-access to sales, and VIP events.
• Re:Selected

Products and services

• Men's Clothing Full range of men's apparel including suits, blazers, t-shirts, shirts, shorts, trousers, polo shirts, swim shorts, outerwear, knitwear, jeans, hoodies, sweatshirts, and underwear, sold to individual consumers.
• Women's Clothing Complete women's fashion collection featuring dresses, tops and blouses, skirts, shorts, trousers, t-shirts, shirts, suits and blazers, knitwear, jeans, outerwear, hoodies, and sweatshirts, sold to individual consumers.
• Men's Shoes Men's footwear selection including loafers, sneakers, formal shoes, casual shoes, and boots.
• Women's Shoes Women's footwear collection comprising flats, loafers, sandals, heels, sneakers, and boots.
• Accessories Both men's and women's accessories including bags, belts, sunglasses, headwear, scarves, socks, tights, beanies, caps, ties, and bow ties.
• Selected+ Loyalty Program Customer loyalty program offering 10% discount on next purchase, points collection with rewards redemption, saved wishlist, exclusive offers, pre-access to sales, VIP events, birthday gifts, and anniversary gifts to registered members shopping online and in-store.
• Re:Selected Second-Hand Program Allows customers to resell used Selected items back to the brand; operates as a circularity program currently available in Denmark.
• Gift Cards Digital gift cards available for purchase on selected.com with a 14-day cooling-off period, redeemable against the Selected product range.

Quantifiable outcome

• 74% of fibers used are certified or branded materials (end of 2025)
• +4 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Lenzing GroupcoreTechnology or IntegrationLeading manufacturer of specialty fibers based on cellulose and recycled materials. Produces TENCEL™ and LENZING™ ECOVERO™ branded fibers used in Selected collections. Employs approximately 8,000 people across 18 global locations. Fibers are derived from certified and controlled wood sources with high resource efficiency standards.
• Re:Down®coreTechnology or IntegrationAmerican fiber innovator specializing in recycling down and feathers from post-consumer goods (duvets, pillows, jackets). Operates factories in Hungary (100% solar energy) and China. All down and feathers used in Selected outerwear are from Re:Down®.
• Orient International Holding Shanghai KnitwearcoreStrategic or Co-development Partner30+ years experience in knitting and woven apparel manufacturing. Operates factories in China (60 employees) and Bangladesh (1000 employees). Deep knowledge in yarn and fabrics, manufacturer behind bestselling knit designs.
• Artistic MillinerscoreStrategic or Co-development Partner70+ years in business, evolved from garment shop to vertically integrated denim fabric, apparel, and renewable energy powerhouse in Pakistan. Employs 16,200 people. Working together on traceable organic cotton and BESTSELLER's Direct-To-Farm project. Provides in-house daycare with English lessons for employees.
• GMS Composite Knitting LimitedcoreStrategic or Co-development PartnerBangladesh-based company manufacturing jersey styles for Selected. Equipped with state-of-the-art machinery and modern facilities. Long industry expertise as quality knitted garment exporter globally. Partner since 2006 with 1700 employees.
• ModavizyoncoreStrategic or Co-development PartnerFounded 1999 in Turkey, expert in men's tailoring with distinct quality and bespoke fabrics. 800 employees enrolled in women empowerment program with BESTSELLER and Turkish NGO Mother and Child Education Foundation (ACEV).
• DI InternationalcoreStrategic or Co-development PartnerBangladesh-based production facilities using 3D software and physical testing lab. Solar panels, LED lighting, rainwater harvesting. Produces men's shirts and trousers. 10,000 employees with daycare centers, donations to local orphanage, winter clothing distribution, and pre-primary education sponsorship with BRAC and UNICEF.
• BearQminorStrategic or Co-development PartnerLocated in Hangzhou, China (China's Silicon Valley). Specializes in women's tailoring, outerwear, and woven pieces. 160 employees. Behind some of Selected's best-selling styles since 2013.
• HannancoreStrategic or Co-development PartnerHannan Group with five sweater and knitwear manufacturing units in Bangladesh. Modern production facilities near Dhaka City. Specializes in fine yarn qualities with certifications including OEKO-TEX, GOTS, GRS, RAF, RWS, RMS, RAS. 8000 employees, partner since 2010.
• RichlandminorStrategic or Co-development PartnerChina-based knitwear and outerwear manufacturer since 2001. 200 employees managing entire process from fabric inspection to cutting and sewing. Partner since 2004.
• KlarnacoreTechnology or IntegrationPayment solution partner offering invoice payment option (30 days in UK, 14 days in Denmark). Conducts address and credit checks for payment eligibility. Terms and conditions apply directly with Klarna.
• PayPalcoreTechnology or IntegrationPayment method option allowing customers to pay using PayPal account during checkout.
• AdyencoreTechnology or IntegrationPayment solution partner handling credit and debit card transactions (VISA, Mastercard, AMEX, Maestro) as data processor. Payment details handled in secure environment compliant with regulatory standards.
• BESTSELLER A/ScoreOthersParent company of Selected brand. Owns the Selected trademark and brand. Manufactures products. Headquartered in Brande, Denmark. Fredskovvej 5, 7330 Brande, Denmark.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• & Other Stories: H&M Group's fashion-forward women's-led brand with strong curated collections, accessories, and a global DTC plus physical store footprint. Directly comparable to Selected Femme in style ambition, pricing, and customer profile.
• COS: H&M Group's premium Scandinavian-style fashion brand for men and women. Closest direct competitor to Selected in positioning, aesthetic (minimalist, considered design), and target customer (quality-conscious, modern wardrobe buyer).
• Tiger of Sweden: Scandinavian heritage fashion brand with a stronger tailoring and premium suiting identity, serving men and women. Comparable to Selected on Scandinavian heritage, menswear-led tailoring, and Premium-tier ambition.
• Massimo Dutti: Inditex-owned premium casual and tailored fashion brand for men and women. Directly comparable to Selected's smart-casual, occasionwear and Premium Selection positioning across menswear, womenswear, and footwear.
• Ganni: Copenhagen-based contemporary fashion brand known for Scandinavian design, strong brand storytelling, and DTC-plus-wholesale model. Comparable to Selected on Danish origin, women-led collection, and sustainability messaging.
• ARKET: H&M Group's Scandinavian-inspired multi-category brand selling men's, women's, and children's apparel with a strong sustainability narrative — closely overlaps Selected's brand proposition, customer segment, and value-driven quality positioning.
• Samsøe Samsøe: Copenhagen-based Scandinavian fashion brand founded in 2000 serving men and women with contemporary, considered design. Highly comparable to Selected as a Danish-rooted, mid-premium Nordic brand with international DTC and selective retail presence.

Broad incumbents

• VERO MODA: Sister brand to Selected under the BESTSELLER A/S umbrella, focused on women's fashion with broad European and global footprint. Comparable on shared parent infrastructure, supply chain, and customer demographic, but at a younger/more accessible price tier.

Emerging players

• Stine Goya: Copenhagen-based independent premium womenswear brand with a strong design identity. Comparable on Danish design DNA and Scandinavian mid-premium positioning, though smaller scale and primarily womenswear.
• Closed: German heritage denim and casualwear brand with Scandinavian-style aesthetic. Comparable to Selected's Denim Edit and core menswear/womenswear casual assortment, with overlapping European DTC customers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/selected
• LinkedInlinkedin.com/company/selected-femmehomme
• Instagraminstagram.com/selected
• Pinterestpinterest.com/selected_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Selected Femme/Homme