The menswear label Jack & Jones, which is part of the Danish clothing group Bestseller Group, has opened the world’s first store for its children’s fashion line Jack & Jones Kids in the Belgian metropolis of Brussels.
The brand chose the Docks Bruxsel shopping center as its location. The kids concept is aimed specifically at children and young people between the ages of eight and 16. Jack & Jones describes its target group as “young jeans fans”.
David Van Gansbeke, the brand’s country retail manager, explained the move: “With the opening of our first ‘Jack & Jones Kids’ store in Docks Bruxsel, we are expanding our brand, known for its denim expertise and timeless basics, to a younger audience,” he said in a statement. “We see huge potential in fashion for boys aged eight to 16 for trendy, high-quality pieces at affordable prices.”
It won’t just be just this one kids store: additional branches will be opening in Hasselt and Pommerloch in the next six months. “And this is just the beginning: from the second half of 2026 we will add a girls’ collection,” says Van Gansbeke. “In this way, we continue to make fashion entertaining, affordable and inspiring for all young trendsetters.”
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