Last week, BESTSELLER UK re-opened its showroom in the heart of London. The new showroom is a stylish high-tech fashion hub in the heart of London’s trendy Shoreditch.

The two-story showroom on Shoreditch's iconic Fashion Street, has been BESTSELLER’s London office for more than 10 years. The interior space was completely renovated and expanded to more 1770 m2, more than double the previous size.

The building now features five new digital showrooms for its brands including JACK & JONES, VILA, VERO MODA, SELECTED and NAME IT.

BESTSELLER hosted an event to celebrate the opening of the showroom. With more than 150 people from the most important retailers and buyers from the UK fashion industry in attendance.

The new showroom will play a pivotal role in presenting BESTSELLER’s collections to our partners across the UK. Here BESTSELLER has ambitious growth plans over the next five years.

“Following several years of growth, we’re grateful to have the opportunity to invest and expand our London showrooms. The time was right to provide an enhanced environment for our brands to showcase collections to our customers. We’re proud of our space and the colleagues who have brought us to this point. Together we’re looking ahead to deliver the next stage of growth for our company,” says Lee Davison, Country Manager, BESTSELLER UK.

Bringing our brands together

All London based BESTSELLER UK colleagues are now based under one roof at the new showroom, instead of over two locations. Now all brands and colleagues sit together in a permanent space. With the added space giving more opportunities to highlight the unique styles of all BESTSELLER's brand houses.

“We have enjoyed this project joining the two buildings back together and enhancing the architectural style. We used soft contrasts to the industrial style and created hybrid digital showrooms. We also introduced new customer flows allowing Brand Houses to show their full potential. This showroom will set our business up for years to come,” says Emily Potter, Brand Communications Manager, BESTSELLER UK.

Digital showrooms

BESTSELLER UK now has digital technology for each of its five new showrooms. Enabling brands to combine present the best customer experience when showcasing collections.

Using touchscreen technology, retail partners can match trends, styles and colours from digital collections and analytics.

They browse collections, then select and place orders from one seamless experience. Digital sales mean fewer style cancellations and a minimises the use of physical sales samples.

“Moving into the new space isn’t only about having an amazing new physical environment. But the switch to using digital showrooms will enhance the way we can present and upsell our collections. Setting us apart from industry competitors,” says Joe McShane, Country Manager, JACK & JONES.

Designed with sustainability in mind

The design of the new showroom meets the guidance of Office FWD. BESTSELLER’s ambitious sustainability standards for new buildings.

BESTSELLER invested in energy and water saving measures. As well as reusing existing materials, such as flooring and clad walls from the old warehouse.