Hugo Boss has strengthened its collaboration with the France-based CWF Group by expanding its partnership to include the Hugo Brand in its Boss Kidswear license deal. This strategic move forms part of Hugo Boss’s plan to revamp both the Boss and Hugo labels to appeal to a new consumer demographic that is less interested in formal clothing. Under this exclusive license, CWF will take charge of the design, production, and distribution of the Hugo Kids collection for boys and girls aged 4-16, with a specific focus on teenagers.
The objective of this new collaboration is twofold: to boost overall sales for the Hugo brand and to foster a loyal customer base that will eventually transition to Hugo Boss’s adult lines. The partnership will encompass a wide range of products, including complete outfits, with key items such as T-shirts and sweatshirts featuring the iconic red label logo or eye-catching seasonal mini-me prints that reflect Hugo’s adult fashion collections. The collection draws inspiration from both style and leisure, incorporating standout denim pieces.
Daniel Grieder, CEO of Hugo Boss, expressed his satisfaction with the partnership, highlighting its alignment with their CLAIM 5 Strategy, which seeks to expand the brand across all regions, touchpoints, brands, and product categories. He also emphasized the significance of CWF as the ideal license partner to fully capitalize on the potential of Hugo in the kidswear market. CWF, a pioneer in luxury children’s fashion licensing in Europe, has been a trusted collaborator of Hugo Boss for over ten years.
CWF holds licenses for renowned fashion brands, including Chloé, Kenzo, Karl Lagerfeld, Marc Jacobs, Zadig & Voltaire, and Givenchy. For the Hugo Kids collection, CWF intends to release two collections per year, with the initial launch scheduled for December. The products will be accessible worldwide through Hugo Boss’s official online store, as well as various e-commerce platforms and brick-and-mortar retail stores specializing in children’s fashion.
To learn more about Hugo Boss’s partnership with CWF Group, you can visit the Hugo Boss official website here.
To explore the luxurious children’s fashion offered by CWF, including the Hugo Kids collection, you can browse their website here.
