After two successful editions, Preview Kids, the only children’s fashion trade fair in the Benelux, has earned a reputation as “a stable factor in a turbulent children’s fashion industry”. This stability seems to be exactly what the industry needs, as a visit to the trade fair in Nieuwegein, Netherlands, on Monday afternoon shows. There is a surprisingly optimistic mood at the stands.
With over 160 brands spread over two floors, the trade fair offers a wide selection of children’s fashion for children aged zero to fourteen. This is how MVB Agencies presents its typical Danish fashion brands, with Mikk-Line particularly standing out. Further back, Les Deux and After Label showcase a cool boys collection, while brands such as Scotch & Soda, Garcia and Circle of Trust can be found on the second floor.
The trade fair impresses with a casual, relaxed atmosphere and focuses on the products. It’s about business contacts without unnecessary effort, which attracts numerous visitors. According to trade fair organizer Marijn Verschure and senior trade fair coordinator Caroline Beitler, the trade fair welcomed more visitors than the 250 registered participants – 261 retail companies were counted on the trade fair floor by 3 p.m.
Challenges in children’s fashion: Brands rely on innovative business models
The children’s fashion industry is under pressure. Consumers seem to be waiting for big discounts at the end of the season, retailers are struggling with fierce competition from e-commerce giants and are increasingly hesitant to order goods six months in advance. Nevertheless, the trade fair shows that brands are ready to act with innovative concepts.
Nais Brands, for example, is promoting a new concept that is intended to minimize purchasing risks for retailers. Co-owner Janneke van den Hurk explains to FashionUnited that retailers can “shop 100 percent risk-free.” There are no minimum purchase quantities or size series, and orders are possible both before and during the season. In addition, Nais Brands does not supply online shops that run price promotions during the season, so retailers do not have to compete with lower prices. Unsold merchandise can be returned at the end of the season before the sales begin.
“The retailers receive the full purchase price back as a voucher that they can use next season,” explains Van den Hurk. Returned goods will be sold at the Nais Brands outlet. “We hope to make it easier for retailers to do business fairly and reduce purchasing burdens,” says Van den Hurk. Nais Brands’ portfolio includes eight own brands, including the streetwear label Unreal, girls’ brands such as Lofff, Ototc and Topitm as well as the sports brand Nais Kidswear.
Another company that seeks stability in the industry and positions itself against price dumping is Looxs. “A collection should have at least 100 days to sell at regular retail prices. After that, discounts can be granted,” emphasizes Anne-Marie Kersten, Sales Manager for the Netherlands, at a stand full of colorful clothing. “This approach, which we also convey to our retailers, ensures that Looxs and our retailers work well.” She calls on the children’s fashion industry to refrain from aggressive price wars, as “many retailers would suffer from this.” . Looxs is represented at every Preview Kids to meet existing and new customers.
Noppies also sees potential in the dynamic children’s fashion industry. The company was dissolved in June 2024 by the bankruptcy of parent company Nine&Co. suffered, but found a new owner in July, Brands4Kids. After this restart, Noppies is presenting a collection for the first time that is characterized by neutral colors such as white and beige. Sales Director Michael Nederby explains that the focus is on fine-tuning the collection and wholesale sales.
How is Noppies currently doing? According to Nederby, it is still too early to make a statement. The company wants to raise awareness of the brand again, among other things by expanding its sales outlets. According to Nederby, 40 percent of the brands in Brands4Kids’ portfolio are sold to large e-commerce companies and 60 percent to traditional retailers.
New participants and established names report a surprisingly positive atmosphere at Preview Kids
In addition to the creative entrepreneurial mentality, just being present at the children’s fashion fair is a win. The Mrs Jansen Agency is taking part for the first time and is presenting five brands, including the Dutch label Two You Label and the Filipino label Gingersnaps. The agency portfolio includes a total of 17 brands. A representative enthusiastically reported that numerous new appointments had already been made that morning. “That’s exactly what we’re here for. We want to attract new retailers, especially from Belgium, who have a strong presence here.”
Established brands also have positive comments about the trade fair. “It’s just a great place to maintain personal contact with existing and potential customers,” reports a representative of children’s fashion brand Geisha, mentioning that new agreements have already been made. Similar voices can be heard at the stands of Circle of Trust, MVB agencies and Les Deux. The “unexpectedly positive atmosphere” is a blessing for an industry that is known for not being easy to survive in. But the participants show commitment.
The stand operators agree: Preview Kids serves as a central meeting platform for the children’s fashion industry in the Benelux countries. Despite pressure from e-commerce giants and price gouging, the trade fair shows that creativity and collaboration are key factors for progress. Brands advocate for fair trade and support retailers, while others focus on building and maintaining contacts.
The children’s fashion industry proves that there is room for entrepreneurship, innovation and, most importantly, hope.
This article previously appeared on Fashionunited.nl and was created using digital tools translated.
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