The French company Kiabi continues its diversification strategy and terminates the introduction of a new brand. Kitchoun, a shoe label for children, extends the fashion trader’s brand portfolio.
Housshoes, running shoes and function socks from Kitchoun are designed for babies and children from zero to three years. The product line complements the other own brands of Kiabi: Kiabi Kids and Kiabi Home, which was introduced in 2024.
An ambitious diversification plan
In a press release, the company specifies that the initiative is part of an “ambitious diversification plan”. This focuses on the development of specialized brand worlds that better meet expectations, the rhythm of life and the lifestyles of today’s families.
Kiabi thus expands its ecosystem, which has grown considerably in recent years. The integration of the Secondhand platform BEEBS by Kiabi, the opening of its own shops and the establishment of Kiabi Village, where the company tests new hybrid shop concepts.
The expansion in retail is also on the program for Kiabi. Driven by the sales dynamics of 2.5 billion euros 2024, an increase of five percent in the previous year comparison, the company opened numerous new branches last year. Further openings followed in 2025: In August, a branch in Montesson was opened in the Yvelines department. Further openings abroad are planned for autumn.
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