(Yicai Global) May 13 -- Bestseller Fashion Group, one of Europe’s biggest clothing retailers, will close all 1,300 physical stores of its Selected menswear brand in China by July after efforts to shore up the business in the country since the initial outbreak of Covid-19 proved unsuccessful.

The decision to close the outlets was taken at a shareholders meeting last month, Harbin Daily reported yesterday, citing a notice the Danish fashion retailer sent to the stores informing them of the closures. It did not mention whether Selected’s online presence would also be affected.

Selected, which mainly sold formal business tailoring and business casual, tried to develop new technical and functional product lines such as Siver and upgrade to attract a new generation of shopper, but it proved ineffective because of reduced footfall in shopping malls and high rents, management fees, and other expenses.

Bestseller said the pandemic has wrought huge changes in consumer demand, affecting China’s traditional retail industry, according to the report.

Founded in 1997, Selected entered the Chinese market in 2008 as the fourth brand under Bestseller China after Only, Vero Moda, and Jack & Jones. Bestseller has more than 10,000 stores in more than 40 countries.

Editor: Futura Costaglione