Heartland is a holding company representing the interests of the Holch Povlsen family and their family business, BESTSELLER. Founded on the family's values, Heartland emphasizes respect for people, the environment, and society. The company is committed to long-term partnerships, valuing hard work, trust, and mutual respect.

Their investment approach focuses on building partnerships and growing businesses, with a responsible long-term investment view that has consistently delivered improved results. Heartland's diverse portfolio includes investments in fashion, retail, technology, sustainability, business innovation, renewables, nature conservation, education, and properties. BESTSELLER serves as their core business, and they are also involved in companies such as Zalando, ASOS, About You, Klarna, WhiteAway, Astarri, Normal, and Nemlig.

Additionally, Heartland has a history of supporting innovative startups.