Etro makes its debut in children's fashion

By

Dominique Muret

Translated by
Cassidy STEPHENS

Published
May 3, 2023

Etro is taking its first steps into junior fashion. The Italian luxury house, 60% owned by L Catterton, a private equity fund co-founded by luxury giant LVMH, is continuing to expand its universe by launching its very first children's clothing line. For this project, it has chosen to team up with a specialist in the sector positioned at the top end of the market, the Italian company Simonetta, which will manage Etro Kids through to a global licensing agreement.
 

"Etro is a world rich in colours, patterns and inspirations, which naturally embraces the children's segment, while strategically expanding the brand's creative and commercial horizons," commented Etro CEO Fabrizio Cardinali in a statement.
 
The Etro Kids brand comprises three lines: the Newborn line, which will also have a selection of gift sets for babies aged 0 to 1, the Baby line and the Junior line, which covers all age groups from 0 to 16 years old. It is aimed at both girls and boys and will start with the spring-summer 2024 season. The first collection will arrive in shops in November, in selected Etro stores, including its e-shop, as well as in selected department stores, e-tailers and multi-brand retailers in Italy and worldwide.

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The Etro Kids offer will also include "a range of shoes and leather goods with an emphasis on materials, prints and embroidery designed and created for the ready-to-wear," the company said, without revealing the duration of the agreement.
 
The idea is to deploy Etro's universe and the vision of its creative director Marco De Vincenzo in this world of childhood. This new partnership, under the aegis of the designer, "represents a complete and articulated expression of the aesthetic references at the heart of Etro's women's and men's collections, which have now been extended to the wardrobe of the youngest consumer segment," the brand points out, specifying that "the Etro Kids collections are inspired by the fabrics and shapes of the adult world and include a miniature proposal," i.e. adult looks offered in a children's version.
 
Simonetta has been active in high-end children's clothing since the 1950s. Bought in 2017 by the Italian textile manufacturer Isa Seta of the Carisma group, the company located in Jesi in the Marche region holds in its portfolio of licenses many luxury houses, including Pucci, Missoni, Stella McCartney, Elie Saab, Balmain or Brunello Cucinelli, and various brands such as Fay, Khrisjoy, Douuod. Since 2016, it has also been producing Fendi's 'Kids' and 'Baby' collections.
 
This new Etro license strengthens Simonetta's position in the children's segment, while it allows Etro to develop its diversification strategy. In addition to ready-to-wear and accessories, the brand is present in the home and fragrance sectors. The brand had a turnover of 285 million euros before the pandemic and is aiming for 500 million euros by 2027.