The Metzingen fashion group Hugo Boss AG opens up a new target group. On Monday, the apparel retailer announced that it had licensed dog apparel and matching accessories. Accordingly, the group concluded a corresponding partnership with the company Kanine Pets World Limited, which belongs to the Kanine Group, via its subsidiary Hugo Boss Trade Mark Management GmbH & Co. KG.
Under the license agreement, which has a term of five years, Kanine Pets World will now design, manufacture and market Boss-branded dog products worldwide. Among other things, clothing, accessories and toys are to be offered that correspond to the current fashion collections of the label. This makes Boss “the first premium fashion market to offer a complete dog collection including clothing and accessories,” the company said. In the future, two collections a year are to be launched, starting with the products for the next autumn/winter season, which will be available from August.
Hugo Boss CEO Daniel Grieder explained the step: “Our new ‘Claim 5’ strategy is broad because we want to grow across all regions, touchpoints, brands and product areas. We are very pleased that we have found the right partner in Kanine Group to enter the dog accessories business and to realize the full potential of Boss in this completely new segment,” he said in a statement.