Mytheresa to take deep dive into kidswear in 2019

By

Sandra Halliday

Published
Oct 24, 2018

As the luxury kidswear market continues to expand, Mytheresa announced its plans for Mytheresa Kids on Wednesday. The high-end e-tail giant said its full move into kidswear comes after “the success of the dedicated kids pop up campaign ‘Mini Me’ in August 2016, as well as a high number of customer requests.”

The site will be offering luxury kidswear and accessories permanently from January 2019 onwards. 

The launch comes as luxury online stores are increasingly looking for new categories to move into. This has also led to expansion into categories such as fine jewellery by upscale rivals such as Net-a-Porter and Farfetch. But with kidswear being a growing market, Net-a-Porter also dipped its toe into the kidswear water during the summer in a launch with Gucci.

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The Mytheresa launch is set to be a much deeper dive, however. The dedicated kids' section looks like being one of the most extensive designer-level kids’ offers to be found globally and it will include “35 of the best brands for kids.” That means fashion houses such as Gucci, Burberry, Dolce & Gabbana, Fendi, Acne, Chloé, Balenciaga, Balmain and Stella McCartney. In addition, it will also launch new, dedicated kidswear brands to the site including Bonpoint, Monnalisa, Il Gufo, Tartine et Chocolat and Rachel Riley. 

It will feature girls’, boys’ and babywear, presenting “a well curated selection of clothing, shoes, accessories, gifting and occasion” pieces that will be given maximum visibility as they’ll be accessible through the Mytheresa homepage. 

Sizing will range from newborn to 36 months for babies or from two to 12 years for the boys' and girls’ offer.

Michael Kliger, President of Mytheresa said: “We’ve seen the luxury market for children's fashion progress dramatically, impacted in particular by the influence of streetwear. This launch was strongly driven by customer feedback and consumer insights we gathered. There will be a lot of amazing and cool products now available for kids through our site.” 

The launch will be preceded with a taster of what’s to come via Gucci and Dolce & Gabbana Christmas collections.

The full January 2019 launch will also include a weekly newsletter dedicated to kids, “allowing customers to stay updated on the newest additions to the offering.”