The Danish fashion group Bestseller is introducing a new brand specifically for the wholesale sector: Hypedrop. The brand concept is innovative. Every week there is a small drop of ten to 15 items. Merchants can purchase these within 72 hours. The ordering round then closes and the items are delivered within six weeks. This is a quick way for traders to react to trends and changes in the weather. For bestsellers, it’s a way to meet demand without overproduction.
The brand does not have its own identity. Instead, it focuses on items that are predicted to have high demand. Items are digitally designed based on data analysis and AI-powered decisions. No physical sample is created.
Although the press release already provided a lot of information and background, many questions remained unanswered. Rine Wager Rock, Head of Brand at Bestseller, answered our questions in writing.
How long has this project been in development and how many employees are currently working on this brand?
Development of Hypedrop began in January 2025. The initial focus was on building sourcing and analyzing the entire value chain. The goal was to identify and optimize the most time-consuming elements. Today the brand is led by a dedicated team of eight people within the organization.
Does Bestseller expect Hypedrop’s findings to be applicable to other brands within the group?
Yes, absolutely. Hypedrop is an important learning platform for bestsellers. We question traditional ways of working and test a simplified, digital and pattern-free model. This gives us valuable insights that can inspire other brands within the group. In an ever-changing market, it is essential to continually innovate and advance digitalization to stay relevant. Hypedrop is a concrete example of this mentality in practice.
How many traders are expected for Hypedrop?
Hypedrop is available to all existing retailers. We expect the number of partners to grow organically. Instead of focusing on a fixed number, the model is designed to offer traders flexibility. With weekly drops you can decide for yourself when you shop. This makes Hypedrop an attractive solution for companies that want to react quickly to trends and renew their product range on a weekly basis.
How many countries will the brand be launched in?
So far we are active in the Netherlands, France, Great Britain, Denmark, Norway, Belgium and Luxembourg. This week we are starting in Germany, which we are very happy about.
Given the delivery time of six weeks, where does production take place?
Production takes place via Bestseller’s existing and established supplier network. By working within our strong supply chain, we ensure that Hypedrop meets the same high standards and requirements as the rest of the best-selling portfolio. Production is mainly carried out by selected core suppliers in Turkey, India and China.
How high will the production runs be?
Production volumes vary per drop and are completely demand-driven, with between 520 and more than 800 items introduced into the drops each year. The size of each production run depends on how many markets are activated and how interested our wholesale partners are. Since wholesale is our primary channel, production is based solely on confirmed orders. This means we do not produce in stock. We only produce the quantities that our wholesale customers have committed to. This ensures a very responsive and demand-driven model.
How can plagiarism be avoided if the designs are based purely on data?
All product development at Hypedrop is carried out by experienced product developers. Data serves as a decision-making tool to identify trends and validate demand. They are not used to create designs automatically. The creative process follows the same standards as any other fashion company. Originality, brand integrity and compliance are guaranteed. In other words, data provides direction, but people are responsible for design.
How does this bestselling fashion brand become profitable and what are the margins?
For Bestseller, Hypedrop is primarily about questioning and stimulating new ways of working in fashion. The focus is on innovation, relevance and delivering the right products to our retailers at the right time. It becomes a strong business for us when our partners can sell the products. You should be able to integrate them naturally alongside other market trends.
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