Only
Bestseller · Denmark
Only is a Danish womenswear brand founded in 1995 as a denim label by Bestseller, the family-owned fashion group from Brande. Aimed at young women, it combines denim with playful trend pieces and is sold in more than 4,500 stores worldwide.
| Founded | 1995 |
|---|---|
| Owner | Bestseller A/S |
| Headquarters | Brande, Denmark |
| Bestseller CEO | Anders Holch Povlsen |
| Distribution | More than 4,500 stores worldwide |
| Website | only.com |
What is Only?
Only, usually styled ONLY, is a women's fashion brand owned by Bestseller. Bestseller describes it as a denim-based brand with a playful approach to style, aimed at young women and sold in more than 4,500 stores worldwide.
History
Only started in 1995 as a denim brand within Bestseller, the company founded in 1975 by Troels Holch Povlsen and Merete Bech Povlsen. It complemented the group's existing womenswear label Vero Moda with a younger, denim-focused proposition and expanded rapidly through Bestseller's European wholesale and retail network. Bestseller is today owned and run by Anders Holch Povlsen.
Wikipedia describes Only as Bestseller's largest brand. The group itself began with womenswear and added childrenswear in 1986 and menswear in 1988, and its portfolio now also includes Vero Moda, Vila, Pieces, Object, Selected, Jack & Jones and Name It.
Products and positioning
Only targets young women who want affordable, trend-aware fashion with a casual edge. Its range includes:
- Jeans in many fits and washes
- Tops, shirts and dresses
- Jackets and outerwear
- Accessories and footwear
Denim remains the brand's anchor, supported by seasonal trend collections.
Business model and distribution
Only uses Bestseller's combination of wholesale and own retail. The group supplies more than 16,500 multi-brand and department stores worldwide and has about 3,100 branded stores in 47 countries, roughly 2,200 of them owned by the company and the rest operated by partners. Only is also sold online through only.com and third-party platforms.
Why it matters
Only is one of the most widely distributed womenswear brands in Bestseller's portfolio and a key driver of the group's presence in department stores and multi-brand retail. Its reach through both owned and partner channels makes it a reference point for mass-market denim brands that rely on wholesale.
Through its holding company Heartland, Bestseller also holds stakes in online retailers such as Zalando and ASOS, which links brands like Only closely to Europe's largest fashion platforms.
Frequently asked questions
Who owns Only?
Only belongs to Bestseller, the Danish family-owned fashion group headquartered in Brande. Bestseller is owned and led by Anders Holch Povlsen.
When was Only founded?
Only was founded in 1995 as a denim brand within Bestseller. It has since grown into a broader womenswear label sold in more than 4,500 stores worldwide.
