Best of Brands and Payair opens for mobile commerce in printed media

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Fashion chain Best of Brands invests in mobile commerce through advertisements in printed media in co-operation with Swedish Payair and e-commerce expert Panagora. By using Payair´s solution for mobile commerce Best of Brands can now offer customers a new way to buy their clothes - so-called p-commerce - besides the already existing online store and physical stores. The first example of the new trade channel is a printed supplement from Best of Brands distributed together with the Swedish magazine Sofi´s Fashion where you can buy clothes with a mobile phone directly in the ads.

Payair is a leader within the mobile shopping industry and it’s solution is widely used in both e-commerce and physical retail shops. Payair launched commercially in 2011. Payair also offers mobile commerce directly in ads in printed media through a partnership with e-commerce expert Panagora.

Best of Brands is a chain of so-called multi-brand stores with clothing from a large number of well-known brands in the product range. Best of Brands currently has four major physical stores and a rapidly growing online store.

“We are creating a new trade channel with this solution. Now our customers need not even go into one of our physical stores or to our online store to buy clothes. We are in this way simplifying the purchase process for the consumers and making it easier for our customers to shop via the mobile phone”, says Anders Hedman, Head of marketing at Best of Brands.

On Thursday, March 21, Best of Brands customers will be able to engage in p-commerce for the first time when a printed supplement from the fashion chain is distributed by Swedish Aftonbladet’s magazine Sofi’s Fashion.The supplement contains offerings and each ad has a QR-code. The only thing the customer has to do is to first download Payair´s app, connect a card to the app and then
scan the code and thus trade the product.

This is a new way to shorten the distance to the buy button for the customer that will accelerate the migration of commerce towards mobile devices further”, says Helena Törnell, vice president of marketing at Payair.

E-commerce expert Panagora believes that the new channel p-commerce also increases sales in other channels.

“Deploying Best of Brands products in printed media all over Sweden increases the chance to get a consumer to shop in all sales channels - via mobile, physical stores and e-commerce”, says Moon-Suck Song, CEO and founder of Panagora.

For more information, please contact:
Helena Törnell, Vice president of marketing Payair, phone: +46 72-376 11 25, email:
Anders Hedman, Head of marketing Best of Brands, phone: +46 70-791 33 04, email:
Moon-Suck Song, CEO and founder of Panagora, phone: +46 70-850 22 23, email:

About Payair
Payair is the industry leading mobile shopping solution that offers a fast, easy and secure way for consumers to shop using their smartphones. With the Payair application, consumers can complete their mobile purchase processes in less than ten seconds, on the Internet, as well as in retail shops, advertising and mail order catalogs, mailings, restaurants and other shopping environments. Businesses can speed up and simplify their sales processes, resulting in increased sales by using Payair’s suite of mobile shopping solutions.

The purchasing process is activated either with a “buy” button while browsing the web on a mobile device or with the scanning of a QR code. The user is then authenticated and offered the options of paying by invoice or credit/debit card from MasterCard and Visa. The solution is secured with multiple layers of encryption and no sensitive data is stored in the phone. The solution is free of charge for the customers and easy for the merchants to implement within their existing shopping and payment systems. Payair is a privately held Swedish company with franchise partners in more than 25 countries worldwide. For more information:

About Best of Brands
Best of Brands was founded in 1997 and today consists of four physical stores and an online store. Our philosophy is to offer our customers the best selection from the best brands. We work with over 100 brands for both men and women. Our stores are located in Sickla, Vällingby and Mood mall in central Stockholm where there is a women's and a men's store. Our online store is located on

About Panagora
Panagora is the leading provider in Sweden of e-commerce in fashion, beauty and retail. Combined sales of the company's customers add up to more than half a billion SEK annually on their online sales. Since the start in 2005, Panagora has created successful online stores for companies such as Byredo, Nudie Jeans, sneakersnstuff, Caliroots, Efva Attling and V Avenue Shoe Repair.



We are creating a new trade channel with this solution.
Anders Hedman, Head of marketing at Best of Brands