Annarr, Bestseller's latest brand, poised to conquer the premium market segment

By

Olivier Guyot

Translated by
Roberta HERRERA

Published
Feb 1, 2024

Is the Danish fashion giant elevating its status? The freshest addition to the Bestseller galaxy, Annarr, is embarking on an uncharted journey, distinctly set apart from its renowned siblings. This is a wardrobe dedicated to the modern man who seeks the unequivocally premium experience.

At the CIFF fair in Copenhagen, as well as at the Pitti trade show in Florence earlier this January, this nascent label presented its second collection for the Fall/Winter season of 2024. No grandiose theatrics here; Annarr discreetly displayed its collection, simultaneously relaxed and refined, in an understated booth nestled amongst other contemporary independent men's brands.

Annarr aims to captivate the urban consumer's desire for practicality, versatility, and endurance in their wardrobe choices. Bearing the moniker "The Next" in Norse, the ancient language of Northern Europe, this label offers an array of shirts, sweaters, and trousers featuring loose-fitting cuts, all meticulously crafted with resilient materials.

Consumers have grown accustomed to wearing comfortable attire during periods of confinement and have discovered the benefits of outdoor-inspired fashion. They yearn to incorporate this essence into their daily wardrobe. As observed in cities like Copenhagen, men aspire to effortlessly transition their clothing from one moment to the next. Per Reinertsen, the brand's director, articulated this concept succinctly: "Our vision is to effortlessly replace a bomber jacket with a blazer, rendering oneself effortlessly prepared for an evening out."

The silhouettes are accentuated by vibrant sweaters and robust pieces, such as voluminous puffer jackets, long overcoats, and leather garments. In terms of pricing, canvas trousers and sweaters are presented at around 130 euros, while selvedge denim options surpass 160 euros. Pieces adorned with distinctive details command prices exceeding 300 euros. Emphasizing the art of mix-and-match, Annarr's collection comprises a selection of "only" 70 pieces.

Annarr sets itself apart from the likes of Vero Moda and Jack&Jones, the flagship brands under the umbrella of Anders Holch Povlsen's fashion empire, which steadfastly maintain their mid-range positioning and have garnered the favor of retailers worldwide, amassing nearly 5 billion euros in revenue in their most recent fiscal year.

According to the brand, Annarr's products are designed and built to last the test of time. Beyond merely testing the premium segment, Annarr has been conceived as a laboratory under the watchful eye of Anders Holch Povlsen himself. "Consumer expectations lean towards products with lasting value," said the brand's director, who had previously established his reputation with Selected before embarking on the Annarr narrative. "There exist numerous responsible and innovative materials that we haven't employed in our other brands due to volume constraints. Annarr affords us the opportunity to experiment with these materials and develop unique styles. Who knows, we may eventually integrate them into the offerings of our other brands..."

While the focus on materials is a persuasive argument, the formidable presence of the Bestseller Group is yet another compelling factor. In its second season, Annarr forged an elegant collaboration with Peanuts, subtly embroidering the beloved characters onto shirts or prominently featuring them on woolen sweaters. In a complex economic climate, the might and logistical prowess of the Danish giant provide a sense of reassurance. Annarr is currently setting its sights on boutiques and department stores.

Having made its debut in Northern Europe, the brand has already enticed several retailers in Italy for the upcoming season and is exploring the British market. Its official entry into France and the Iberian Peninsula may unfold in 2025.