Bershka Brand Guidelines: Inditex’s 1998 Youth Chain, an ABC Whyte Wordmark & BSK

Inditex’s 1998 answer for young customers.

Bershka is a clothing chain owned by Inditex, the Spanish fashion group founded by the businessman Amancio Ortega and based in Arteixo, near A Coruña. Inditex set up the chain in 1998 to dress young customers, and it opened its first store in Barcelona in April of that year, FashionUnited reported in April 2023, when the chain marked its 25th anniversary. English Wikipedia describes the launch in the same terms: a new store and fast-fashion concept for a young market, created in April 1998.

Bershka is not a line of Zara but one of several separate store brands within the group, alongside Zara, Pull&Bear, Massimo Dutti, Stradivarius, Oysho, Zara Home and Lefties, and it is run from Catalonia. Spanish Wikipedia places its head office at Tordera, in the province of Barcelona, until the end of 2018 and at neighbouring Palafolls since then. In February 2025 FashionUnited described the central services of Massimo Dutti, Bershka, Oysho and Lefties as based in the Tordera–Palafolls complex, which also distributes Bershka’s product to its markets, while Stradivarius has its own head office at Cerdanyola del Vallès.

In the same month Inditex announced a new campus at Sant Adrià de Besòs, on about 22,000 square metres of land it bought in 2018 where the Schott Ibérica glassworks once stood, for the design, pattern-making, window-display, e-commerce and technology teams of those four chains, then based in Tordera, FashionUnited reported.

By the close of Inditex’s 2022 financial year, on 31 January 2023, Bershka had 860 stores in 69 countries, 694 of them run by Inditex and 166 by franchise partners, FashionUnited reported, citing the group’s figures. English Wikipedia adds that in August 2022 Bershka, Pull&Bear and Stradivarius closed their Tmall shops and their physical stores in China.

Capital letters and three initials.

For its first 25 years Bershka wrote its name with a capital B followed by lower-case letters. In April 2023 it replaced that with an all-capitals wordmark, the chain’s first change of image since it was created, FashionUnited reported. The work was done with Dinamo Typefaces, a Berlin type and branding company whose clients have included Acqua di Parma, Nike and Rimowa, and the letters are set in Dinamo’s ABC Whyte, a heavy, clean sans. FashionUnited compared the result with the capitals Burberry and Boss adopted in their own rebrands. Bershka told the paper the change was one of several actions for the anniversary year; the new logo went first onto its social-media profiles and into the reopened store at the Colombo shopping centre in Lisbon on 6 April 2023.

The rebrand also brought back an older mark. The Colombo store, 1,114 square metres on one floor, sold the Bershka, Bershka Man and BSK lines, and for BSK, its teen line, the chain returned to a logo made only of those three letters, FashionUnited said. The store set neutral colours against industrial details and LED screens, used side mirrors at the entrance to open up an L-shaped unit, and launched a “Wearable Art” collection with the studio Ffface.me, in which QR codes on garments called up augmented-reality effects on a phone.

The change followed a pattern across the group. Inditex had restyled Zara in early 2019, Stradivarius in February 2022 and its own corporate identity in July 2022, and gave Pull&Bear a new logo only weeks before Bershka’s, FashionUnited noted; the paper described the shared store model as a bright, neutral “large empty box” in which the clothes supply the character.

Stores, logos and group structure.

Spain’s high-street chains present themselves through their stores as much as through their advertising. Shop windows, store interiors and the logo over the door are where the fashion groups show each change of identity, and they announce those changes in company statements that trade papers such as FashionUnited then report, describe and date.

Inditex runs its chains as separate store brands, each with its own name, logo and stores. Its group head office is in Arteixo, near A Coruña; Pull&Bear is run from Narón in the same province; Bershka, Massimo Dutti, Oysho and Lefties from the Tordera–Palafolls complex in Catalonia; and Stradivarius from Cerdanyola del Vallès, according to FashionUnited in February 2025. Between 2019 and 2023 the group gave Zara, Stradivarius, its own corporate identity, Pull&Bear and Bershka new logos in turn, and moved their stores towards bright, neutral interiors in which the clothes supply the colour; since then several chains have added warmer materials, zoned rooms and spaces for music and social media.

The perfumery and grocery chains in this series are covered in the same way: by the store formats, own-label ranges and logos they publish, described only as the companies or dated sources name them, and without claims about what their products do.

Ownership is part of each identity too. Marta Ortega Pérez became Inditex’s non-executive chair on 1 April 2022, FashionUnited reported in April 2023; other companies in this series are privately held or run as cooperatives. Each guide that follows takes its founders, owners and listings from corporate pages and dated press, and describes every owner only in its business role.

From neutral boxes to zoned rooms.

Bershka’s store design has kept moving since 2023, and outside architects have been part of it. In September 2023 Domus reported that AMO, the research studio of the architecture practice OMA, had designed a new Bershka store in Milan’s Galleria Vittorio Emanuele II. In August 2025 the chain opened its first Manchester store, at the Trafford Centre: 12,917 square feet divided into three zones, each with its own entrance, for Bershka, BSK and Man, FashionUnited reported. Castel Estudio and Bershka’s in-house team developed the design in Barcelona, with modular display units against a neutral grey backdrop, perimeter furniture in wood, ceramic, stone and lacquered MDF, sculptural wooden blocks for the tills and a façade of textured stone. The store added augmented-reality mirrors, made with Ffface.me and Snapchat for a limited period, and music curated by the radio station NTS under the Bershka Music Project.

In July 2026 Bershka reopened its store on Plaza de Lugo in A Coruña, 710 square metres over two floors, with its latest concept, FashionUnited reported. The paper described a shift away from the large open-plan floors of earlier stores towards smaller zones. The store uses a concrete finish made for the project, laid in blocks with softly rounded edges, together with stainless steel and wood, and a staircase under a continuous sheet of translucent acrylic that links the two floors. Bershka told the paper that the concept rests on a single furniture system which organises the whole space through repeated modules, and that it follows a recent store in Sweden. The store also has self-service tills and an area for collecting and returning online orders.

For a design guide, Bershka shows how a youth chain can keep its name and change almost everything around it: a capitals wordmark in a commercial typeface, a revived three-letter mark for its teen line and store interiors that have swung from neutral boxes to zoned rooms. Compare Zara, its sister chain in the same group, and Pull&Bear, which changed its logo weeks earlier. For this guide we use black, white, a concrete grey and a soft clay with a sans, an unofficial interpretation; no product or logo is reproduced.

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