Kiabi Expands Its Brand Portfolio by Welcoming Kitchoun

The French retailer Kiabi is expanding its offerings by launching a new brand called Kitchoun. This children’s footwear line is aimed at broadening Kiabi’s portfolio and enhancing its own-brand ecosystem.

Kitchoun features a variety of products, including slippers, first-steps shoes, and technical socks tailored for infants and toddlers aged zero to three. This new line complements Kiabi’s existing brands, such as Kiabi Kids and Kiabi Home, which were introduced in 2024.

Strategic Diversification Efforts

According to a press release from Kiabi, this initiative is part of “an ambitious diversification plan emphasizing the development of specialized brand universes that better align with the needs and lifestyles of modern families.”

Over the years, Kiabi has significantly broadened its ecosystem. This includes the addition of the second-hand platform Beebs by Kiabi, the launch of specialized stores like Kidkanaï, and the establishment of Kiabi Village—a hybrid retail concept designed for testing innovative ideas.

Kiabi is also focusing on retail expansion. With a projected revenue of €2.5 billion for 2024—a 5% increase from 2023—the company opened several new locations last year, with more planned for 2025. A new store was inaugurated in August in Montesson, located in the Yvelines region of France, alongside several international openings scheduled for the fall.