Levi's confides its Levi's Kids licence to Haddad Brands in Europe
Haddad Brands, which already holds the Levi's Kids licence in the US and Asia, is extending its reach to Europe. As of Autumn/Winter 2019-20, the family-run company, which specialises in the distribution of kids fashion and boasts a licence portfolio including Nike, Converse and Jordan, will also take charge of the Levi's children's collections on the continent.
It's a role in which Haddad succeeds Kidiliz, which has held the licence since Spring/Summer 2002. Levi's Kids was the French group's leading brand in terms of revenue and its departure is a significant blow for the company, whose portfolio is made up of fourteen brands, including company-owned labels Z, Catimini, and Absorba, and licences for brands such as Kenzo Kids and Paul Smith Junior. The loss of the licence is even more concerning as it comes at a decisive moment for the group, which is set to be acquired by Chinese clothing company Semir.
Ultimately, Levi Strauss & Co's decision means that, worldwide, its Levi's Kids brand is now in the hands of a single partner. And it's a partner that the group knows well, seeing as Haddad Brands has been operating Levi's Kids in the US for the past fifteen years. "[Haddad Brands] share our values and understand our culture, they invest for the long term, and they are ready to charge ahead in this region. Given our momentum in Europe with adults and teens, it's only natural for kids to be the next frontier," stated Seth M. Ellison, Levi Strauss &Co executive vice president and president, Europe, in a release.
Levi's Kids is available through some 3,000 points of sale in Europe. France is the brand's principal market in the region, accounting for 35% of Levi's Kid's sales on the continent.
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