OTB Group’s Brave Kid childrenswear operation is on an expansion drive and has added the MM6 Maison Margiela brand to its licensed label portfolio. It will be the first move into the category for the Margiela label that’s owned by the OTB Group.
The first full collection will debut for SS22 following an AW21 capsule. It will include both girls’ and boyswear for ages four to 14, with around 80 to 100 garments echoing the quirky DNA for which the label is known.
It’s part of a wider growth thrust for the 30-year-old kidswear business that also manages the category for the Diesel, Dsquared2, Marni and N° 21 brands under license.
The new license comes as Brave Kid also enters direct-to-consumer retail with the launch of the bravekid.com multi brand webstore. It will operate in Europe, Russia and Japan initially, and then roll out to Asia and the US.
The company has big expectations for the new MM6 kidswear brand, given the wider buzz around MM6 generally, and is also upbeat about the chances for the new specialist category webstore. It plans to offer plenty of brand exclusives on the site.