Burberry taking back the reins of its childrenswear

By

Sarah Ahssen

Published
Mar 24, 2015

The British house led by Christopher Bailey will not be renewing its contract license with Children Worldwide Fashion (CWF), the French group specialised in high-end children's clothing under license (Chloé, Little Marc Jacobs…) as well as its own (Billieblush…).

"As of 1st January 2016, Burberry will be directly distributing its children's collections in Europe and in the countries currently covered by CWF, as the house already does in other markets. This change is in line with Burberry's strategy to ensure the coherence of the luxury positioning of all of its lines," said a spokesperson for Burberry.

The house already employed this move in 2012, when it took back direct control of its perfume and cosmetics lines, which were previously developed by Interparfums.

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Signed in 2002, the license agreement between Burberry and CWF focusing on the manufacturing and distribution of Burberry's childrenswear lines will come to an end on 31 December 2015, the date specified in the contract.