HEARTLAND is a holding company that represents the interests of the Holch Povlsen family and their family business, BESTSELLER. They engage in various business activities, including fashion, retail, technology, sustainability, renewables, nature conservation, education, and properties. They support a diverse range of businesses and startups, focusing on building partnerships and long-term investments. Some of their notable investments include Zalando, ASOS, Klarna, and African Leadership University. HEARTLAND emphasizes hard work, trust, and mutual respect in their partnerships.