Mytheresa Launches Childrenswear

Luxury womenswear portal has announced the launch of its own section for children's fashion.

The e-tailer owned by Neiman Marcus will expand into childrenswear with a new vertical titled Mytheresa Kids. The website is expected to launch in January 2019 and will include clothing, shoes, and accessories for girls and boys between 2 and 12 years old, as well as for babies from zero to 36 months.

In addition, it will carry 35 children's fashion designer labels, including Fendi, Balenciaga, Balmain, and Stella McCartney as well as traditional childrenswear brands such as Bonpoint, Monnalisa, Il Gufo, Tartine et Chocolat and Rachel Riley. Ahead of the launch, two-holiday capsule collections from Gucci and Dolce & Gabbana will be released on November 20 and December 3 respectively.

'We are delighted to be expanding into children's clothing, offering our customers the luxury experience we know from Mytheresa, now also for children. We have seen the luxury market for children's clothing develop dramatically, This market launch has been heavily influenced by feedback from our customers, and many great and cool children's products will be available through our website,' said Michael Klinger, President of the Munich-based company.

Mytheresa had first made its foray into the children's fashion market with first in August of 2017 with a pop-up of children's footwear with brands such as Gucci, Charlotte Olympia and Aquazzura. Other e-commerce portals experimenting in this regard are Net-a-Porter who sold a Gucci capsule last year, and Matchesfashion who debuted Balenciaga children's line in January.

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