Bershka elevates offering with new women’s line

In its pursuit of a more premium positioning, Bershka has introduced a refined collection as part of its ongoing rebranding initiative, launched at the start of 2023. The new women’s line aims to offer a more sophisticated aesthetic and higher design standards.

Named “Bershka Series,” the collection is crafted with a focus on design and quality, merging masculine and feminine aesthetics through a play on textures and volumes. The capsule collection, which leans toward a timeless style, features a colour palette dominated by black, with accents of cherry red, pastel tones, and metallic finishes.

The prices start at €19.99 for items such as corset tops and oversized t-shirts, with the highest-priced item being a wool coat at €129. The collection also includes fur-trimmed coats and jackets, dresses of varying lengths, a velvet-effect bodysuit, as well as more casual pieces like oversized sweatshirts and jeans.

Additionally, the launch features accessories such as a feathered pouch bag, a reversible maxi bag, and a selection of jewellery, including cascading earrings and a set of four necklaces.

The collection’s launch is accompanied by a campaign fronted by model and influencer Stella Jones, and is available now on the brand’s e-shop and in select stores.

Founded in 1998, Bershka is part of Galician conglomerate Inditex’s portfolio, alongside brands such as Pull&Bear, Zara, Zara Home, Oysho, Lefties, Stradivarius, and Massimo Dutti. By the end of 2023, the brand boasted a commercial network of 856 stores, including franchises, and operated in around 220 markets through its online presence.

On the financial front, Bershka reported a 10% increase in net sales in 2023 compared to the previous fiscal year, generating revenue of €2.62 billion. Meanwhile, Inditex, under the leadership of Marta Ortega, saw its sales rise by 7.2% in the first half of the current fiscal year, reaching a turnover of €18.06 billion.