Luxury online platform Mytheresa.com is planning to offer high-end kidswear on a permanent basis from January 2019 following the success of a pop-up and due to customer demand.
The German-based business said it would offer 35 of the best luxury kids brands from designers such as Gucci, Burberry, Dolce & Gabbana and Acne, as well as dedicated kids labels such as Bonpoint and Tartine et Chocolat.
It will offer baby wear in sizes from newborn to 36 months and girls’ and boyswear in sizes two years to 12 years covering categories from accessories to clothing, partywear, footwear and gifts.
“We’ve seen the luxury market for children’s fashion progress dramatically, impacted in particular by the influence of streetwear. This launch was strongly driven by customer feedback and consumer insights we gathered. There will be a lot of amazing and cool products now available for kids through our site,” said Mytheresa.com president Michael Kliger.
Prior the January launch the site will offer a taster selection of Gucci and Dolce & Gabbana in the run-up to Christmas.
Rival luxury site Net-A-Porter.com dipped its toe in the luxury kidswear market with a tie-up with Gucci the summer; it launched a six-week pop-up with Italian house and said its menswear site Mr Porter was also looking to move into the market.