Massimo Dutti drops Kids collection as Zara Kids becomes focus

Translated by
Barbara Santamaria
Mar 2, 2020
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Inditex is phasing out the Massimo Dutti Kids collection to focus all childrenswear efforts on Zara Kids, a spokesperson has confirmed to FashionNetwork.com. The Spring/Summer 2020 collection will be the last to include a Boys and Girls line.

Autumn Winter 2019 campaign - Massimo Dutti

The stores that currently feature a Kids section will offer more space for the menswear and womenswear ranges, the brand said. The decision to drop the childrenswear label will affect about 20 employees at the brand’s headquarters in Tordera, Barcelona, who will be offered the option to relocate elsewhere within the group.

The move will see A Coruña-based Zara become the only Inditex chain to carry a childrenswear collection. At the end of 2018, Zara had 128 stores dedicated to the Kids line. The range also has a presence at many larger Zara locations worldwide.

Zara already is Inditex’s largest chain, accounting for 68% of total revenues with sales of €18 billion in 2018, and the latest development gives the brand even more prominence as the only seller of children’s fashion. The chain has also recently brought Zara Home under its umbrella. By contrast, Massimo Dutti generated €1.8 billion in sales in 2018. The group’s 2019 results will be released on 18 March.

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