Danish retailer Bestseller's brand Evoked Vila to launch retail stores

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

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. Our ambition is to become a globally dominant plus-size brand, which is not an ambition everyone launches with,” explained Khong.

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," said 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.

Fibre2Fashion News Desk (RR)