ASOS boss Anders Holch Povlsen and his wife enjoyed an idyllic family life before their world was ripped apart in the Sri Lanka attacks.

Chilling CCTV footage shows an alleged bomber moments before the devastating Sri Lanka attacks.

Anders Holch Povlsen lost three children in the Easter Sunday terrorist attacks in Sri Lanka. Picture: Bo Amstrup/Ritzau Scanpix via APSource:AP

Despite their multibillion-dollar fortune, Anders Holch Povlsen and Anne Storm-Pedersen were determined to give their four beloved children as normal a life as possible.

Unlike many other rich-listers, the ASOS boss and his wife rarely showed off their privilege or details of their personal lives on social media, and made a point of living a surprisingly humble lifestyle, even with aForbes-estimated $7.9 billion net worth.

But tragically, the notoriously private family has now been thrust into the global spotlight after three of their four children were killed in the devastating Sri Lanka attacks.

Little is known about Mr Povlsens childhood, although his parents Troels Holch Povlsen and Merete Bech Povlsen founded a small fashion company, Bestseller, back in 1975.

The company took off and, at the age of just 28, their son took over.

Today, he is still the CEO and sole owner of the family business as well as ASOSs largest shareholder.

As his wealth grew, so did his property portfolio and Mr Povlsen, now 46, owns more than one per cent of all the land in Scotland, including 11 castles.

A post shared byALMA STORM HOLCH POVLSEN(@almashpovlsen) onApr 17, 2019 at 7:45am PDT

But according to UK tabloidThe Mirror, Mr Povlsen and his wife wanted to give their children Alma, Astrid, Agnes and Alfred a down-to-earth childhood.

The couple decided to ditch fancy private schools, instead enrolling the children in the public system.

They also forgo luxury vehicles in favour of a battered old Volkswagen, and taught their children to share their passion for environmental causes.

The parents seemed to shun the spotlight and rarely took part in media interviews, with Ms Storm-Pedersens Instagram account set to private, while eldest daughter Almas account features just 28 photos.

The family were notoriously private. Picture: Instagram @almashpovlsenSource:Instagram

Most of those capture tender family moments, although few show her siblings faces clearly, indicating she shared her parents commitment to privacy.

Alma Storm Holch Povlsens social media account offers a heartbreaking insight into the close-knit family, who had been enjoying an Easter holiday in the troubled South Asian nation before terrorists struck.

Just three days before the attacks, she shared an Instagram photo of her siblings Astrid, Agnes and Alfred calling them three little bears in front of a swimming pool lined by palm trees.

A post shared byALMA STORM HOLCH POVLSEN(@almashpovlsen) onFeb 20, 2019 at 11:10am PST

Another recent happy snap showed a young blond child posing on what appears to be a boat, while another poignant picture showed three of the four Povlsen children gazing out of an apartment window.

Tributes have begun to be posted on that account, with people from across the globe sharing their condolences.

My heart breaks for your family, and everyone who has lost someone close to them in this unspeakable tragedy, one Instagram user wrote, while another added: I am deeply saddened by the loss of these beautiful children and those many innocent victims by these horrible attacks in Sri Lanka during the time when Christians are celebrating Easter!

A spokesman for Mr Povlsen has confirmed that three of his four children were among the 290 people killed afterblasts hit churches and luxury hotels across Sri Lanka on Sunday, although it is not known who has died or which explosion killed them.

Denmarks Ministry of Foreign Affairs also confirmed three Danes were killed in the blasts.

A spokesman for Mr Povlsen also released a statement, which read: Unfortunately, we can confirm that (the deaths of the three children in Sri Lanka). We ask you to respect privacy, and we therefore have no further comment.

A suspicious object explodes without warning near police in Colombo, Sri Lanka. Picture: The Yomiuri Shimbun via APSource:AAP

Following the attacks in Sri Lanka, Denmarks Prime Minister, Lars Lokke Rasmussen, said he was filled with pain and sorrow and all of Denmark stood united with those families who had lost their loved ones.

I can only condemn these disgusting terror actions, which are based on a grotesque view of humanity, he said in a press release.

Our fears that there are Danes among the victims have regrettably been confirmed.

A post shared byALMA STORM HOLCH POVLSEN(@almashpovlsen) onApr 17, 2019 at 7:45am PDT

The Danish billionaire had revealed his plans to give his estates to his children just days before they were killed.

In an open letter posted a few days ago, he and his wife Anne Storm Pedersen, 40, said they planned to pass their 12 estates and their rewilding project to their kids.

According toThe Sun, Mr Povlsen owns 12 estates totalling more than 220,000 acres (89,000ha), including Glenfeshie in the Cairngorms, through his company Wildland Ltd.

In an interview with theThe Timesthis month, the couple said their vision for the land would be entrusted to their four children.

Anders Holch Povlsen and his wife Anne Holch Povlsen. Picture: Olufson Jonas/Ritzau Scanpix via APSource:AP

The billionaire said: From our home at Glenfeshie, both Anne and myself our children and our parents too have long enjoyed a deep connection with this magnificent landscape.

As the holdings have grown and our common vision for the work becomes ever clearer, we have incorporated the entirety of the project into a venture we call Wildland.

Its a significant and lifelong commitment that we have made not just for ourselves but for the Scottish people and Scottish nature too a commitment which we believe in deeply.

Officials say 24 people have so far been arrested in connection with the attacks, which left at least 290 people dead and 500 injured.

RELATED:Tragic list of victims from Sri Lanka terror attacks

RELATED:Chilling footage shows terrorist calmly bomb church

Australians Manik Suriaaratchi and her daughter Alexandria, 4, were killed in the Negombo church attack. Picture: FacebookSource:Facebook

The vast majority of the victims were believed to be Sri Lankan citizens, many of them members of the island nations Christian minority.

Names of many victims and other details on their lives were slow to trickle in and difficult to report, in part because Sri Lankan authorities blocked most social media after the blasts.

However, Sri Lankan authorities say at least 30 foreigners died in the attacks with the victims coming from 12 nations.

Two Australians were killed in the wave of bombings Manik Suriaaratchi and her daughter Alexendria.

The pair were killed when a bomb went off inside the church in Negombo, a family friend told SBS at a vigil in Melbourne.

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