A lot has happened in the last 40 years. The internet. Mobile phones. AI chatbots. Even tourists in space! But for us, the biggest thing has always been our brand, NAME IT, that's been playing it, singing it, and wearing it for 40 years. From Exit to NAME IT, we’ve grown and matured, while staying young at heart. For 40 years, we’ve proudly dressed kids, helping them feel comfortable, cool, and confident in every way, every single day. Because even after all this time, their approval still means the world to us. Their smiles, their laughter, and their two thumbs up. That’s what we live for, now and for the next 40 years to come.
So here’s to 40 years of designing it, sewing it, zipping it, and wearing it.
To 40 years of naming it, and to always being approved by kids.
Meet the people behind NAME IT
Meet the people behind NAME IT
Marianne Brøgger Laursen, Personal Assistant & Coordinator
I've been employed at BESTSELLER for 23 years, and almost all of those (22) years have been at EXIT & NAME IT as a PA / Coordinator.
I remember when we moved from the light blue building (one of the first buildings at the HQ in Brande) to our current office in 2004, and the big party in 2008 in Horsens when we changed our name from EXIT to NAME IT, including a song written for the occasion (‘exit the EXIT and name it to NAME IT’).
A lot of great colleagues have come and gone throughout the years, and I'm so grateful to have been a part of this great brand for so long - BESTSELLER and NAME IT are a big part of my life!
Our story
1986
We started in Denmark as EXIT, with a small but mighty team designing our collections once a year for other retailers to sell. Just one year later, we expanded to the Norwegian market.
1996
Our first own store opened its doors in 1996. Since then, we've opened over 200 stores worldwide, bringing NAME IT to kids all over the world.
2008
As our brand grew, so did our name. EXIT became NAME IT, marking a new chapter that reflected who we were becoming and the kids we were designing for.
2009
We went digital with the launch of www.nameit.com. And in 2024, we introduced Club NAME IT, bringing us even closer to our community.
2026
Today, we're active in over 45 countries and counting! Alongside NAME IT, our family now includes Lil' Atelier and LMTD – and we're only just getting started.
Average years of employment
Colleagues with +10 years at NAME IT
Colleagues with +25 years at NAME IT
Moments that
shaped who we are
Children are at the heart of everything we do here at NAME IT. We believe we have a responsibility to help where we can and contribute to a happier, safer world for kids everywhere.
We've been a part of some pretty memorable events over the years, from cheering on little runners at the annual Kids Run in Aarhus to supporting Danske Hospitalsklovne, who bring laughter and comfort to children when they need it most. We’re supporting the magic at Cirkus Summarum, a circus experience for kids that raises funding for Muskelsvindfonden, the Danish Muscular Dystrophy Foundation, and we’re proud to have raised money for SOS Children’s Villages to build a playground in Tanzania.
