Elle to launch childrenswear brand

Clothing retailer, Elle has announced it is to launch a childrenswear brand across all of its European stores in partnership with international licence partner Brand Machine Group (BMG).

The license agreement between BMG and Elle operator Lagardère Active Enterprises (LAE) enables BMG to design, manufacture and market the Elle childrenswear collection, through a side by side collaboration with the Elle team based in Paris.

Elle says the new line is aimed at representing the “unique Parisians’ lifestyle”, offering clothing to appeal to children from 0 to 16 years old, with the Elle Baby, Elle Kids and Elle Junior segments.

Camille Thelu, vice president and managing director of LAE’s European operations, said: “Both Brand Machine Group and Elle share a passion for fashion. The opportunity to work with them is an exciting one, and we look forward to it. I’m hopeful that our alliance will be mutually benefiting and successful in expanding the Elle kidswear collection in Europe.”