Kiabi unveils a more responsible line for toddlers

Committed to a desire to reduce the repercussions of its activities on the planet, the Northern Kiabi brand delivers in this month a new range labeled Cradle to Cradle (Gold Level), which is an eco -responsible certification evaluating the impact of the product throughout its life (and which has already targeted brands like Stella McCartney, C & A or Ralph Lauren). The chain belonging to the Mulliez family has devoted itself to toddlers, with clothes for 0-3 year olds, as well as a t-shirt that dresses 3-10 year olds.

The Cradle to Cradle Certified Line (literally ‘from the cradle to the cradle’) consists of pajamas, t-shirts, cache, peak and hat whose palette and patterns are inspired by the vegetable patch (bee, carrot, radish …). Licked between 5 and 15 euros, these items are made 100% in organic cotton (including wires and label). The subjects evaluated by the label are notably the non-toxicity of materials, the use of renewable energies, water management or the working conditions of workers.

This fashion proposal is marketed in the French network of the brand, on its e-shop, but also in Spain, Italy, Portugal and Belgium. Globally, Kiabi is present with 640 points of sale in 33 countries, generating an annual turnover of 2.5 billion euros (+5% compared to 2023).

As for eco -responsibility, the brand claims to have marketed in 2024 an offer made up of 87% of products made in more sustainable (natural, organic, recycled, etc.), against 69% in 2023. The width of the range is reduced, to articulate between timeless and more trendy pieces, while the company also launched the house segment.