Selected Homme
by Stephen Garner

Selected HommeReturning to Las Vegas this season is Danish brand Selected Homme. Still relatively new to the American market, it is part of Copenhagen-based company Bestseller A/S, which has over 20 brands under its umbrella including Jack & Jones and Vero Moda.

Given the brand’s Scandinavian roots, it’s not surprising Selected Homme has a cool, updated approach to men’s contemporary fashion – capturing the leading trends, while positioning itself as an authentic brand with a minimalistic expression and a clear focus on quality and fit. And with prices ranging from $110 to $180 for denim and $110 to $310 for tailoring, this collection offers an entire wardrobe of updated items at a great price.

But which categories are driving the brand’s sales? “We’re really known for our sportswear, which is our strongest category,” notes Brian Edgar, country manager of Canada and United States. “Printed shirts, sportcoats and the slim/straight twill pants are our top-selling styles. But most recently, we’ve seen tremendous growth with our footwear – especially in sneakers.”

Selected Homme can be found at Nordstrom, Rothmans and 15 other high-end boutiques in the United States, and Edgar expects further retail growth. “We believe the U.S. market is poised for a change,” he says. “We are really focused on what we call the three pillars of fashion: sportswear, footwear and tailoring.”