Steady growth in children’s luxury fashion segment – online retailer Mytheresa trusts in growth in children’s segment. Following the successful launch of the pop-up campaign “Mini Me” (August 2016) and high demand, Mytheresa will be selling kidswear and accessories from January 2019.

Off to new segments

After the successful launch of the Mini Me designer lines, in which Mytheresa offered children’s collections of luxury brands, a fixed kidswear division is now to follow. Not a bad move, as Net-a-Porter, a luxury competitor, tried its hand at selling children’s fashion this summer – using the Gucci children’s line as an example. A lucrative business, the wealthy clientele wants only the best for their kids. “We have seen that the luxury market for children’s fashion is growing dramatically, especially through the influence of streetwear. The launch of Kidswear has been strongly driven by customer feedback and consumer insights we have collected. There will be many great and cool products for children on our website,” said Michael Kliger, Chairman of Mytheresa.

What children’s brands will Mytheresa have?

The new children’s section promises one of the most comprehensive offerings for children in terms of luxury e-commerce with around 35 designer brands. These include luxury houses such as Burberry, Balenciaga, Balmain, Chloé, Dolce & Gabbana and Gucci. There will also be independent children’s brands such as the French fashion companies Bonpoint, Tartine et Chocolat and Italian brands such as Monnalisa and Il Gufo.

Which age groups will be presented?

From unisex to girls’ and boys’ clothing to baby fashion – the new children’s fashion portfolio presents a curated selection of accessories, fashion, shoes and gifts for all occasions. The dress sizes range from newborns to children up to the age of 12.

Before the launch in January 2019, there will also be a preview of the Christmas Collections by Gucci and Dolce & Gabbana.


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Picture: Mytheresa