Hugo Boss adds to CWF's kidswear deal with Hugo license

By

Sandra Halliday

Published
Jul 20, 2022

Hugo Boss has extended its Boss Kidswear license deal with the France-based CWF Group to take in the Hugo Brand. 

It’s part of the process that has seen the German fashion giant completely reinventing the Boss and Hugo labels for a new, less-formally-focused consumer. The new exclusive license will result in a Hugo Kids collection developed for boys and girls aged 4-16, but with a focus on teenagers.

That’s the perfect strategy to not only boost overall sales for the brand but to win fans for the label who will eventually graduate to its adult lines.

The deal will see CWF responsible for design, production, and worldwide distribution of the products that include head to toe looks. The company said key products are T-shirts and sweatshirts, elevated with the red label logo or seasonal eye-catching mini-me prints, designed to correspond with Hugo’s seasonal fashion collections for adults. The collection is inspired by “style and leisure and includes statement Hugo denim pieces”.

Hugo Boss CEO Daniel Grieder said: “Our CLAIM 5 Strategy is broad-based, as we want to grow across all regions, touchpoints, brands, and product areas. We are very pleased that with CWF, we have the right license partner on our side to exploit the full potential of Hugo, also in the kidswear business. 

“As the European leader at top of the range, offering luxury children’s fashion under license, CWF has been a long-standing and competent partner for Hugo Boss for more than 10 years.”

The French company has licenses for some big names including Chloé, Kenzo, Karl Lagerfeld, Marc Jacobs, Zadig & Voltaire, and Givenchy, among others.

For Hugo Kids, it will launch two collections a year, starting in December. The products will be available worldwide at Hugo Boss’s webstore, via pureplay e-tailers and in department stores and specialist children’s stores.