Moschino, the renowned Italian fashion group, is taking steps to gain control over its children’s lines. After Aeffe obtained full ownership of Moschino last year, the company has been focusing on internalizing its key operations. As part of this initiative, Moschino has formed a partnership with its original licensee, Altana Società Benefit, to launch Moschino Kids. Under the agreement, Moschino holds a majority stake of 70%, while Altana retains the remaining 30%.
Altana, a specialist in high-end junior clothing founded by Marina Salamon in 1982, has been managing Moschino’s Baby, Kids, and Teen collections under license since 2008. Altana will continue to oversee the development and marketing of Moschino Kids, as stated in a press release. This collaboration, starting from the Autumn/Winter 2023/24 season, is significant for Moschino as it grants the brand direct involvement in managing and expanding its children’s lines.
By integrating the children’s collections with its overall activities and brand image, Moschino aims to pursue its own commercial penetration project and achieve brand harmonization. The partnership between Moschino and Altana also includes call options for both parties. This means that Moschino’s stake in Moschino Kids’ share capital could potentially decrease to 55% or increase to 100%.
Since Aeffe obtained full ownership of Moschino, the brand has undergone a significant restructuring. It has taken control of its distribution in China by establishing a subsidiary and has also assumed management of its young Love Moschino line, previously developed under license by Sinv. Moschino, which represents 79% of Aeffe’s total sales, experienced an 8.1% increase in sales to 139.5 million euros in the first half of this year.
This strategic move to establish Moschino Kids as a joint venture reflects Moschino’s dedication to expanding its presence in the children’s fashion market. By gaining direct control over its children’s lines, Moschino can ensure seamless integration of its brand image and values across all product categories. This endeavor aligns with the company’s overarching goal of solidifying its position as a leading luxury fashion brand.
Useful Links:
– Moschino Official Website
– Aeffe Official Website
