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3 May

Etro to Introduce Kids Line

MILAN — Etro is moving into the childrenswear arena.

The Italian fashion house has inked a licensing agreement with manufacturing company Simonetta for the event and production of the Etro Kids line, which is about to incorporate newborn, baby and junior collections, due to this fact covering a demographic from 0 to 16 years old.

The road will officially launch with the spring 2024 collection and its creative direction will fall under the vision of Marco De Vincenzo, who’s already accountable for Etro’s women’s, men’s and residential collections.

Because the goal is to coherently extend to the brand new category the identical aesthetic the designer has been imprinting on the brand since his appointment last June, the wealthy fabrics and easy shapes deployed for the primary ready-to-wear collections are expected to be replicated within the mini-me looks. The Etro Kids line can even include footwear and leather goods, specializing in materials, prints and embroideries created for the adult counterpart.

“Etro is a world of colours, patterns and inspirations that may easily embrace the kidswear segment, while strategically expanding the brand’s creative and business horizons,” said Etro’s chief executive officer Fabrizio Cardinali. “We’re sure that the partnership with such a number one company will proceed to reinforce our vision, aimed toward offering customers an increasingly complete and high-quality shopping experience.”

Cardinali joined Etro in September 2021 — a number of months after giant private equity firm L Catterton acquired a majority stake in the corporate — from Dolce & Gabbana with the mission to grow the brand’s customer base, expand into recent categories, enhance its digital presence and drive global expansion, with a deal with the opportunities offered by Asia. In an interview with WWD last 12 months, Cardinali said the goal is to achieve 500 million euros in sales in five years.

The primary Etro Kids collection will drop in November in chosen stores of the brand, its e-commerce in addition to a collection of department shops, e-tailers and multibrand retailers globally.

Simonetta Group’s CEO Niccolò Matteo Monicelli highlighted that the addition of Etro to the corporate’s portfolio marks “an extra step for our group, which once more confirms itself as a world reference platform within the childrenswear sector.”

Founded within the ’50s in Jesi, in Italy’s Marche region, Simonetta is among the many market leaders within the category. Together with operating its namesake brand, the corporate manufactures and distributes under license the children’ collections of Lanvin, Emilio Pucci, Balmain, Elie Saab and Stella McCartney, amongst others. Last 12 months, high-end puffer-maker Khrisjoy and Missoni were also added to the portfolio.

Simonetta arrange a department to administer the licensed brands in 2000, when it began collaborations with the likes of Roberto Cavalli and Tod’s for the Roberto Cavalli Junior and Fay Junior brands, respectively. Ten years later, it began its partnership with LVMH Moët Hennessy Louis Vuitton that in 2016 evolved right into a license production agreement for Fendi kids and baby collections.

In June 2017, Simonetta was acquired by Italian textile and fashion manufacturer Isa Seta SpA, which is under the Carisma group’s umbrella.

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