Denmark-based fashion brand, Selected, is set to withdraw from China, closing all retail stores by July 31. 

The company said the closure resulted from the decrease in offline consumer traffic associated with weaker spending at the traditional retail channels due to repeated disruption from the Covid-19 pandemic and difficulties with adjusting retail rent and other costs. 

Selected entered China in 2008 as the fourth brand of Bestseller Fashion Group China, after Only, Jack & Jones, and Vero Moda. Since its launch, Selected has opened 1300 stores across the country. Despite closing all Selected store, Bestseller said it has “sufficent confidence” in the other three well-run brands. 

“Shareholders of Bestseller will continue to invest in their further upgrades for these three brands’ healthy and sustainable development, and also pay attention to the cultivation of new brands,” the company said. 

Founded in Denmark in 1997, the brand has 2700 branded chain stores across 38 markets worldwide, with products sold in approximately 15,000 multi-brand and department stores.