Two well-known brands work together: In Spring/Summer 2020 s. Oliver and Sanetta will launch their joint underwear collection for children.

s.Oliver Junior Day- & Nightwear is the name of the new line of the two companies. Collections in modern designs and colours are planned. Start is at the beginning of next year: A Noos underwear collection is scheduled for Spring/Summer 2020. Fashion and nightwear will be added to the autumn/winter 2020 season. The clothing will be offered in the s.Oliver retail stores, the s.Oliver online shop and in specialist shops. Two strong brands are cooperating with this new license. The international fashion and lifestyle company s.Oliver and Sanetta, market leaders for high-quality children’s underwear in Germany according to their own statements, also want to send a signal to the industry. “We believe in children’s fashion with bundled expertise,” the two companies announced. In addition, they shared common values such as the highest quality standards, loving choice of materials and careful workmanship, according to a joint statement. Further information will follow this autumn. This cooperation is a clever move by Sanetta and s.Oliver. This step shows how both companies are developing.

Sanetta and s.Oliver continue to develop strategically

At the end of last year, Sanetta announced that it would be adding children’s socks to its portfolio from 2020. Sanetta will also withdraw from the George Gina & Lucy and Lacrosse Canadienne brands. At the request of the Luna Journal, Sanetta Managing Director Dr. Steffen Amman reported: “The recent decline in sales in the children’s clothing trade has particularly affected the teen segment. Our dealers report that the target group of teens is migrating to other channels with younger and younger years. We also had declining sales in this segment in the last few seasons and therefore decided to abandon these segments for strategic reasons and concentrate on our core competencies, in which we also have a good market position and see growth potential. These are the areas of daywear and nightwear for children as well as ladies and gentlemen and KOB for babies and toddlers. We will strengthen these areas and expand them with new additional products, brands and collections.”

Sanetta expands portfolio

There’s movement at s.Oliver too. Founded in 1969 by Bernd Freier, the company currently employs around 6,400 people worldwide. At the end of last year, the group streamlined its management in order to position itself more optimally for the future. In autumn, Freier again took over the position of CEO of the s.Oliver Group. Michael Picard was also appointed Chief Human Resources Officer and Chief Transformation Officer in February of this year. Bernd Freier: “The fashion industry is facing major new challenges, comparable to the upheavals in the automotive industry. We need to completely rethink and reinvent ourselves. This entails risks – and at the same time numerous opportunities! Processes, structures and the performance of managers and employees are of great importance. In order to strengthen this important area of the future, responsibility for personnel and transformation management at s.Oliver Group will be positioned at management level with immediate effect”.


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Link: Sanetta and s.Oliver cooperate for a new children’s underwear line

Image: Sanetta