Dubbed Mytheresa Kids, the new website vertical will launch in January and carry clothing, shoes and accessories for girls and boys aged two to 12 and babies aged zero to 36 months. The range will debut with 35 brands, spanning well-known designer names including Marc Jacobs, Chloé, Stella McCartney and Acne Studios, as well as specialist childrenswear brands like Bonpoint and Tartine et Chocolat and streetwear label Palm Angels.
Ahead of the January launch, the Neiman Marcus Group-owned company has teamed with Gucci and Dolce & Gabbana on two holiday capsule collections, which will be released on November 20 and December 3 respectively.
The new offering is targeted at existing Mytheresa customers, 40 percent of whom have children.
“We have a customer that is already buying childrenswear somewhere else,” said Mytheresa president Michael Kliger.
Read more at Business of Fashion.