To mark Bestseller’s 50th anniversary, we take a closer look at one of the group’s most iconic brands – Jack & Jones – and the man who’s been at the helm from the beginning: Brand Director Anders Gam. For him, it’s still about strong commercial instincts, the right values, and the desire to win. Again and again.
Anders Gam was just 24 years old when, in 1990, he became part of the launch of a new menswear brand under Bestseller. That was the beginning of Jack & Jones – and a journey that would shape his entire career. Today, Jack & Jones is Bestseller’s largest business unit.
“I came from another textile company, but I’d never experienced the pace and entrepreneurial spirit that I found at Bestseller. Back then, we were just a handful of people, and we rolled up our sleeves wherever needed,” says Anders Gam from the Jack & Jones HQ in Brande.
That same year, the brand opened its first store in Norway, and just eight years later, Jack & Jones had 100 stores across Europe. Today, that number exceeds 1,000. But the ambitions are far from fulfilled:
“We’re only just getting started. I know Jack & Jones generates billions in turnover every year, but when we look out at the world, we’re still small. There are so many untapped opportunities, and we’re still hungry,” he says.
That hunger is reflected in the brand’s constant development. Since 2017, Jack & Jones has expanded with new lines such as Jack & Jones Plus Size, Jack & Jones Junior, and JJ Rebel.
In 2020, the next natural step followed: a dedicated brand for women called JJXX. It was created to be for girls what JJ is for men, building on extensive know-how in denim and jeans.
Retail in the Driver’s Seat
Jack & Jones has always had a strong retail profile, and as one of Europe’s largest menswear retailers, the brand has managed to maintain its position by continuously evolving store concepts and customer experiences. With its own stores in carefully selected locations and a strong focus on presentation and assortment, retail remains a key growth driver. And in the coming years, the investment will intensify:
“Retail is growing faster than wholesale for us, and it’s where we can really push forward. We’ve closed a few stores that no longer made sense and opened newer, larger stores with higher quality. We want destination stores that are brighter, more open, and offer a wider selection from both Jack & Jones and JJXX,” says Anders Gam.
Over the next five years, Jack & Jones plans to double its total retail space in Europe. The focus is on larger, modern stores and significantly enhanced customer experience. The new multibrand store concept will launch in Benelux, France, Spain, Italy – and Germany, where the traditional “neighbourhood” format with Vero Moda is being replaced with larger, standalone stores housing both Jack & Jones and JJXX.
A milestone in the brand’s retail strategy is also the new flagship store on Oxford Street in London, which opened in November 2024. The store spans three floors and covers 1,300 square metres – a multibrand space where Jack & Jones and JJXX are presented under one roof:
“We’re testing original approaches to the retail experience, and this store is a kind of prototype for where we’re headed. Even though we’re aiming for large, single-level stores in shopping centres, the London location opens new doors and shows how we think retail at scale,” says Anders Gam.
The American Dream
In autumn 2025, Jack & Jones will take its next big leap by opening its first own-brand stores in the United States, after previously exiting the American wholesale market.
“We didn’t succeed in wholesale the way we wanted, but we’ve learned a lot from it. We’ve been negotiating leases for two years and now we’re ready. We’ll start on the East Coast and take it from there. I’ve travelled in the U.S. for over 40 years and always dreamed of bringing our jeans and retail concept there,” says Anders Gam.
The dream? Up to 200 stores in the U.S. But it’s not just about volume:
“If we can carve out a niche for our brand – something with recognisable design DNA, but with a fresher twist than the classic American brands – then I believe we have a shot. We don’t have millions of dollars for marketing, but we have something else: commercial instincts, speed, and experience.”
Community at the Brande HQ
Innovation and creativity run through the veins of Jack & Jones’ headquarters in Brande. Community and good energy are evident during our visit. Two young employees are playing ping pong in the open office, while farther down the corridor, colleagues challenge each other to a match on the football pitch painted onto the floor. Around 500 employees work in the Bestseller building – covering everything from design and buying to sales and marketing. It also houses The Lab, a high-tech test facility where products are put through rigorous quality and durability checks.
Today, around 6,000 people work for Jack & Jones globally. For Anders Gam, maintaining the company culture is crucial – even as the organisation grows:
“We have a flat structure and enjoy spending time together – both at work and outside. It must never become too corporate, with one model forced onto everyone. I believe in freedom within a shared value set,” he says, adding:
“We must hold onto our values and not be blinded by clever consultants or competitors. We do things our way. I believe we can guide the young people we hire – not in an old-fashioned way, but with respect and a strong sense of community where we win together. My leadership team consists of just six people, and together we have more than 140 years of experience. We grew up with the same values, and now we pass them on to the younger team – many of whom commute from Aarhus to Brande every day.”
He sees freedom, community, and commercial acumen as the three pillars that Jack & Jones stands on. And he sticks to a simple equation when it comes to the brand’s continued success:
“It’s not rocket science. You must be able to calculate and trade. Make a good buy and make a good sale. And most importantly: treat people well. That goes for customers, suppliers, and colleagues,” says Anders Gam – and adds finally:
“This year we’re celebrating Bestseller’s 50th anniversary – and at the same time, it’s been 35 years since we created Jack & Jones. It is a milestone, but it’s still only the beginning.”