Chloé and Missoni ink children's wear licensing deal

Chloé and Missoni have signed a licensing agreement with the leading European licensee of designer children's wear, Children Worldwide Fashion. The company will create, produce and distribute their collections for children aged 0-14. The deal with Missoni is worldwide, and with Chloé it is for Europe and the Middle East. The collections will be available from fall 2007. The first Chloé collection created by CWF employs the characteristics for which the adult brand has become famous, including its fluidity, romanticism, lightness and transparency and soft colour palette. The grown-up Missoni look is also being translated into something appropriate for children, but with the same recognizable graphics, colours and zigzag patterned knits. Both collections will initially be distributed to multi-branded stores, department stores and Younly boutiques in Europe. According to CWF president Yves Martin, Chloé "perfectly complements CWF's portfolio of brands. With this new partnership, the group will strengthen its position in the luxury children's wear market." He added: "With Missoni, we are very happy to add a leading Italian brand to our portfolio. The collaboration with a house like Missoni, with strong family ties, matches the spirit of lasting partnerships which we wish to develop with the brands." The company already has licensing agreements with luxury brands like Burberry, DKNY, Kenzo and Marithé + Francois Girbaud, thanks to which CWF has seen its sales figures treble since 1999.