Jack & Jones is one of the brands owned by Bestseller.

Bestseller, the Danish apparel conglomerate behind the Selected Homme, Jack & Jones, Vero Moda and Only brands, has opened its first permanent showroom in the U.S. in SoHo. The company had previously operated a temporary space in Midtown.

The 7,500-square-foot space at 96 Spring Street was designed by architecture firm Loda Design, and features a floor-through, loft-like design that blends the original architecture of the building with a design inspired from the company’s headquarters in Aarhus, Denmark. Each brand is given its own distinct space within the showroom.

Bestseller is a family-owned apparel and accessories company founded by Troels Holch Povlsen in 1975. It produces 20 brands that are sold in some 15,000 retailers in 70 markets and operates 3,000 branded stores across the globe.

The opening of the New York showroom is part of a larger strategy to expand the company’s reach in North America.

According to Brian Edgar, president of Bestseller North America, the new showroom “showcases our brands’ DNA more accurately, which helps elevate our presence in the marketplace. The space is much larger than our previous one allowing us to really show what each Bestseller brand can offer.”