Brave Kid inks MM6 Maison Margiela deal, launches D2C multibrand webstore
OTB Group’s Brave Kid childrenswear operation is on an expansion drive and has added the MM6 Maison Margiela brand to its licensed label portfolio. It will be the first move into the category for the Margiela label that’s owned by the OTB Group.
The first full collection will debut for SS22 following an AW21 capsule. It will include both girls’ and boyswear for ages four to 14, with around 80 to 100 garments echoing the quirky DNA for which the label is known.
It's part of a wider growth thrust for the 30-year-old kidswear business that also manages the category for the Diesel, Dsquared2, Marni and N° 21 brands under license.
The new license comes as Brave Kid also enters direct-to-consumer retail with the launch of the bravekid.com multi brand webstore. It will operate in Europe, Russia and Japan initially, and then roll out to Asia and the US.
The company has big expectations for the new MM6 kidswear brand, given the wider buzz around MM6 generally, and is also upbeat about the chances for the new specialist category webstore. It plans to offer plenty of brand exclusives on the site.
The company, which continued to grow during the pandemic period, despite the disruption to business and retail generally, feels that the launch of the Brave Kids website will allow it to leverage its in-house digital expertise. It also means it can showcase entire ranges, something that’s not always possible by operating purely through wholesale partners.
Brave Kid CEO Germano Ferraro told FashionNetwork.com that it wants to become a major player in childrenswear and also act as a marketplace for other selected kids’ brands.
After single-digit growth in 2020, Brave Kid is expecting to see sales 15% higher in 2021 with strong performances in Europe, the UK and Japan, as well as Russia and the Middle East. It also expects strong development in Asia this year.
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