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Introducing The Founded, the all-new online style destination

Launching on 25 January by the UK-based Braveheart team, the innovative multi-brand platform will be a treasure trove of beloved BESTSELLER brands, trending pieces and relevant product curations.

With an all-new name and fresh aesthetic, this digital destination will, as steps back, start a new journey with a focus on its community by delivering considered features, personalised content and inspiring product recommendations. Creating fashion for every lifestyle, for every moment, for the whole family.

The benefits of having strong partnerships with both established and new online partners are plentiful and we have therefore decided that our online store should step back and make way for a new and exciting setup named The We are excited about this collaboration and we are confident that our current customers will like what they see,” says BESTSELLER CEO and owner Anders Holch Povlsen.

All current customers looking for BESTSELLER products online, will be redirected from the website to

Next up: A new and more engaging website for BESTSELLER

We have great ambitions on behalf of but also for,” says Interim Communication Manager Morten Norlyk and continues: “BESTSELLER’s namesake website will eventually re-emerge as a new and more engaging corporate website for BESTSELLER, replacing the current

We want to engage our audience even more and tell more captivating stories about our company, our ever-increasing work within sustainability, our many new digital projects and – naturally – also the vast career opportunities we offer both in Denmark and abroad.


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The Founded is an independent online fashion retailer operated and owned by Braveheart International Limited, UK, which is subsequently owned by HEARTLAND, the private holding company of the Holch Povlsen family.

Follow The Founded on Instagram @thefoundedfashion 

For questions regarding The Founded please contact:,

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