Translated by
Nicola Mira
Printed
January 24, 2025
Billieblush, the ready-to-wear model for younger ladies launched in 2013 by French group Youngsters Worldwide Vogue (CWF), will increase its vary to younger boys subsequent fall. CWF’s objective is to capitalise on the success of Billieblush, at the moment among the many group’s high 5 manufacturers by way of gross sales with income of €22 million, and posting common double-digit progress.
The brand new assortment by Billieblush – DR
For winter 2025, Billieblush will introduce a group for younger boys aged 2 to 12, that includes T-shirts and sweatshirts adorned with amusing characters, and saggy trousers. Billieblush will even launch merchandise aimed particularly at pre-teen ladies. “Our core target are girls aged four to six, and with this pre-teen collection we want to address those up to 10-12 years of age,” stated Clémence Pierson, head of manufacturers at CWF, including that the seems to be will probably be much less vibrant and glittery, however simply as cheerful and optimistic, with extra beneficiant cuts.
Billieblush, which now regards itself as a world model, will even add a brand new assortment for child ladies aged from 1 to 18 months.
Prior to now, Billieblush used to have a boys line, Billiebandit, but it surely didn’t meet with sufficient success and was discontinued a number of years in the past. “Billiebandit did not manage to benefit from Billieblush’s aura, we couldn’t bridge the gap between the two. We therefore decided to bring together all our collections under a name that customers, as well as our retail partners, know and appreciate,” stated Pierson.
To include all its varied strains, Billieblush has undergone an in-depth makeover. It has adopted a brand new, geometric emblem, much less rounded than the earlier one, which referred to a extra female model picture. Its color palette, all pink and glitter up to now, has now given strategy to yellow, as within the new retail idea designed by the Label Expérience company, which Billieblush has deployed at Galeries Lafayette Haussmann in Paris. The model’s concession there contains for instance yellow seats, like these present in a stadium.
The brand new Billieblush retail idea at Galeries Lafayette Haussmann – DR
Billieblush at the moment generates the overwhelming majority of its income in Europe, with France its fundamental market. It’s obtainable at some 1,000 addresses: round 800 of them are multibrand retailers, whereas the remaining 200 are both shops like Youngsters Round, the multibrand chain operated by CWF, or division retailer concessions. Billieblush additionally has a monobrand retailer in China, opened with a neighborhood companion. To penetrate new markets similar to Asia and the USA, the model is counting on broadening its age vary, and on the direct retail channel. Additionally it is anticipated to open a primary flagship in Paris.
CWF owns one other childrenswear model geared toward younger boys, Carrément Beau. It incorporates a extra traditional fashion, and could also be dropped by the group. However CWF is unquestionably a specialist in licensed manufacturers, and is aiming to increase its portfolio.
The group at the moment operates 13 childrenswear licenses, amongst them Chloé, Hugo, Timberland and Kenzo Youngsters. It has not too long ago entered the resale market, and is current in 80 international locations and almost 2,200 shops, together with 350 division retailer branches, 70 pure gamers, and 65 Youngsters Round retailers. In 2022, CWF generated income of €284 million.
