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Kids’ stuff for Hugo Boss

Hugo Boss is to launch kidswear under its Boss Orange brand and expand its tailoring offer under the casualwear label next year.
The first kidswear collection will not hit stores until spring 09, but will begin selling to the trade from Hugo Boss’s London showroom next summer.

Hugo Boss hopes to capitalise on Boss Orange’s rising popularity with the new launches.

The collection will feature boyswear and girlswear for ages four to 14. Prices were not available as Drapers went to press.

The industry welcomed Hugo Boss’s entry into the kidswear market. Hayley Girardier, owner of Midlands-based kidswear mini-chain Jellyrolls, said: “It’s a great brand, with a really good reputation. Luxury brands do really well for us. We’ve been selling Armani for three seasons and it sells so well. But there’s a bit of gap in the luxury boyswear market. Boys are so much more brand-focused than girls.”

Meanwhile, Hugo Boss managing director Hans Schmidt said the Boss Orange adult range would significantly expand its tailoring for autumn 08. He said there was a need for sharper and younger tailoring, such as shorter jackets and slim-fit suits with brightly coloured linings.
It is expected to sit alongside Paul Smith’s quirky suiting range has been introduced as a result of customer feedback.

Hugo Boss already has tailoring lines under its Boss Black and Hugo sub-brands, but these are aimed at Hugo Boss’s core customers. Boss Orange tailoring will target more fashion-conscious customers.

Hugo Boss reported sales up 6% to 534 million (£372.9) for quarter three. Sales were 9% up for the year to September at 1.32 billion (£921m).

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