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Vishal Khairnar
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Kiabi Launches Kitchoun: A New Children’s Footwear Brand
French fashion retailer Kiabi has announced the launch of Kitchoun, a new brand dedicated to children’s footwear, marking the latest step in its diversification strategy.
Designed for babies and toddlers aged 0 to 3 years, Kitchoun offers a curated range of slippers, first-step shoes, and technical socks. The new line complements Kiabi’s existing own-brand ecosystem, which already includes Kiabi Kids and Kiabi Home, launched in 2024.
🚀 An Ambitious Diversification Plan
In its press release, Kiabi described the launch as part of “an ambitious diversification plan focused on the development of specialised brand universes that connect more precisely with the expectations, rhythms and lifestyles of families today.”
This strategy builds on several recent initiatives, including:
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Integration of Beebs by Kiabi, a second-hand platform.
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Expansion of Kidkanaï, dedicated children’s stores.
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Creation of Kiabi Village, a hybrid store concept that tests new ideas.
Together, these moves reflect the brand’s goal of becoming a one-stop ecosystem for modern families.
🛍️ Retail Expansion Continues
Kiabi’s diversification is being matched by strong retail growth. The company posted a turnover of €2.5 billion in 2024, a 5% increase compared to 2023.
With this momentum, Kiabi opened numerous stores in 2024 and continues its expansion in 2025. Notable openings include a new Montesson store in Yvelines (August 2025), with several international launches planned for autumn.
👟 Positioning in Children’s Fashion
By launching Kitchoun, Kiabi is strengthening its position in affordable premium children’s fashion, a segment where demand remains resilient. The move also allows the company to build specialized product universes that enhance customer loyalty and support long-term growth.
