NAME IT

NAME IT is the children's clothing brand of the Danish fashion group Bestseller, which is headquartered in Brande, Denmark, and owned by the Holch Povlsen family. The brand that became NAME IT was launched in 1996 as Bestseller's first kids brand. Bestseller reports that it is family-owned and runs more than 20 brands; NAME IT recently expanded into children's footwear. Bestseller was founded in 1975 by Troels and Merete Holch Povlsen in Ringkøbing, and their son Anders Holch Povlsen has led it since 2001.

Features

• Clothing for babies and children: bodysuits, T-shirts, trousers, dresses, knitwear and outerwear.
• Seasonal collections that change through the year.
• Shoes for children, added as a new category.
• Own online store plus retail partners.

Things to know

NAME IT is a mass-market brand with affordable prices. It aims for broad availability, so it is a good fit for everyday basics, but less so for premium or handmade children's clothing.