Kiabi Launches Kitchoun Brand to Expand Children's Footwear Offerings

What's Happening?

French fashion retailer Kiabi has announced the launch of a new brand, Kitchoun, as part of its ongoing diversification strategy. Kitchoun focuses on children's footwear, offering products such as slippers, first-steps shoes, and technical socks for babies and children aged zero to three. This new line complements Kiabi's existing brands, Kiabi Kids and Kiabi Home, which were launched in 2024. The introduction of Kitchoun is part of Kiabi's ambitious plan to develop specialized brand universes that align with the lifestyles and expectations of modern families. Kiabi has been expanding its brand ecosystem, which includes the integration of the second-hand platform Beebs by Kiabi, the rollout of dedicated stores like Kidkanaï, and the creation of Kiabi Village, a hybrid store concept.

Why It's Important?

The launch of Kitchoun signifies Kiabi's commitment to expanding its market presence and catering to the specific needs of families with young children. By diversifying its product offerings, Kiabi aims to strengthen its position in the competitive fashion retail industry. The focus on specialized brand universes allows Kiabi to connect more precisely with consumer expectations, potentially increasing customer loyalty and market share. The expansion of Kiabi's ecosystem, including new store openings and international ventures, reflects the company's growth strategy and its ability to adapt to changing market dynamics. This move could influence other retailers to adopt similar diversification strategies to meet evolving consumer demands.

What's Next?

Kiabi plans to continue its retail expansion, with several international store openings scheduled for autumn. The company recently opened a new store in Montesson, France, and aims to leverage the momentum of its turnover, which reached 2.5 billion euros in 2024, marking a 5 percent increase from the previous year. As Kiabi expands its brand ecosystem, it may explore additional opportunities for growth and innovation, potentially introducing more specialized brands or concepts to further enhance its market presence.