With 15 markets under its belt, EVOKED VILA is now launching the first retail stores and expanding its shop-in-shop locations.

After launching EVOKED VILA in 15 markets in less than 12 months, one of the newest brands owned by the global fashion company BESTSELLER is now ready to launch retail stores. Opening in August and September, the first three stores will be placed in the Danish provincial cities Odense, Kolding, and Randers. Meanwhile the EVOKED shop-in-shop concept will continue to expand in the European market.

"The opening of branded stores is a clear signal that EVOKED VILA has had a positive start, and we are invested in realizing the brand's full potential. Our ambition is to become a globally dominant plus-size brand, which is not an ambition everyone launches with," says Simon Khong Harbjerg, Brand Director at VILA.

Ownership of retail

The positive reception has particularly taken hold in Germany, which is traditionally VILA's largest wholesale market, but also Southern European countries such as Spain have embraced EVOKED VILA surprisingly well. In Germany, a larger wholesale partner is well underway in rolling out shop-in-shops. And both abroad and in the Danish home market, partners have requested to open physical EVOKED VILA stores.

"We are very grateful for the recognition and interest but for a start we will be at the helm for retail. 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" says Simon Khong Harbjerg.

Ongoing focus groups

Thoroughness has characterised the project from day one. Prior to the launch of EVOKED VILA in September 2022, groundwork, and ongoing dialogue with the target group via focus groups took place. They continuously help qualify what women in sizes 44-56 desire in their wardrobe.

"It’s very clear to us that women want more colourful clothing with varying cuts, and that fit is particularly important in the plus-size category. 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," says Ann Stolten Møller, Creative Director at VILA.

In the new store concept, EVOKED VILA plays with colours and varying shapes such as circles, triangles, and squares to support the core message about diversity.

  • EVOKED VILA targets women in sizes 44-56.
  • The fashion brand launches four collections per year. They focus on fit and trends, details, and cuts.
  • EVOKED VILA was created as a sub-brand in VILA - a brand in the global fashion company BESTSELLER since 1994