Etro, the renowned Italian luxury house, is making its foray into the realm of children’s fashion with the introduction of its inaugural children’s clothing line. Through a global licensing agreement, the brand has teamed up with Italian company Simonetta, a distinguished player in the high-end children’s fashion market, to oversee the management of Etro Kids. The first collection under this collaboration is set to debut in November.

Fabrizio Cardinali, CEO of Etro, expressed his enthusiasm about this expansion into children’s fashion, highlighting how the brand’s rich palette of colors, patterns, and inspirations perfectly lends itself to the children’s segment. This move is a strategic step towards expanding the brand’s creative and commercial horizons. The Etro Kids brand will encompass three lines: Newborn, Baby, and Junior, catering to children aged 0 to 16 years. The collections will be available for both boys and girls, starting from the spring-summer 2024 season.

Aside from clothing, the Etro Kids offering will also include shoes and leather goods, with a particular focus on materials, prints, and embroidery that align with the brand’s signature ready-to-wear designs. The partnership aims to bring the essence of Etro’s universe and the vision of its creative director, Marco De Vincenzo, into the world of children’s fashion. It emphasizes that the Etro Kids collections draw inspiration from the fabrics and silhouettes of the adult world, offering miniaturized versions of adult looks.

Simonetta, a prominent player in the high-end children’s fashion scene since the 1950s, was acquired by Italian textile manufacturer Isa Seta of the Carisma group in 2017. The company holds licenses for several luxury brands and also produces collections for various other brands. The collaboration with Etro further solidifies Simonetta’s position in the children’s segment while providing Etro with an opportunity to enhance its diversification strategy. Alongside ready-to-wear and accessories, Etro is also involved in the home and fragrance sectors.

Before the pandemic, Etro achieved a turnover of 285 million euros, and it aims to reach 500 million euros by 2027. The partnership with Simonetta and the introduction of the Etro Kids line contribute significantly to this growth objective by entering the highly lucrative children’s fashion market. The first Etro Kids collection will be available in selected Etro stores, including the brand’s e-shop, as well as in chosen department stores, e-tailers, and multi-brand retailers, both in Italy and globally. As Etro expands its scope to cater to a younger audience, it is expected to infuse the world of children’s fashion with its iconic blend of vibrant colors, patterns, and inspirations.

Useful links:
Etro Official Website
Simonetta Official Website