Italian luxury womenswear e-tailer Net-a-Porter is testing out expansion in the kid’s wear market through a new partnership. The online retail website is collaborating with Italian megabrand Gucci to host a temporary kids’ pop-up on its main site.
The collection is targeted towards infants to kids up to the age of 12. There will be products for both girls and boys as well as a unisex line. The mini-shop will raise its online curtains on July 16 and will go one for six weeks, though the firm thinks that there is a good chance that stocks won’t last that long.
This pop-up is exclusive to Gucci and stands as an extension to the brand’s collection that is already heavy on eclectic motifs like florals, wasps and the infamous tiger’s head. Alison Loehnis, President, Net-a-porter and Mr Porter (company’s sister brand) added, “In terms of the amazing imaginative aesthetic and the fun that could be had, the Gucci kids’ wear collection is playful, fun and sophisticated and you can picture kids running around in it.”
The Gucci Kids’ line is an extension of the label’s runway collection, hence this pop-up works as a perfect arrangement for moms already buying products for themselves from Net-a-Porter.
For the web retailer, this is its first dabble in the children’s market since their last edited kids’ wear category some 10 years ago. The opening follows the recent opening of ‘beachwear for boys’ collection that did exceedingly well for Mr Porter.
While Loehnis said this is only a limited edition one-off event, she also added that it is definitely not the last thing that the team wants to do in the category.