Kiabi enriches its brand ecosystem with Kitchoun

French company Kiabi continues its diversification strategy and announces the launch of a new brand_ Kitchoun. The children's footwear label allows the fashion retailer to expand its own-brand ecosystem.

Kitchoun's slippers_ first-steps shoes and technical socks are designed for babies and children aged zero to three. The range complements Kiabi's other own brands: Kiabi Kids and Kiabi Home_ launched in 2024.

Ambitious diversification plan

In a press release_ the retailer stated that the operation is 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."

Kiabi thus continues to expand its ecosystem_ which has grown considerably in recent years. This includes the integration of the second-hand platform Beebs by Kiabi_ the rollout of dedicated stores (Kidkanaï) and the creation of Kiabi Village_ a hybrid store where the company tests new concepts.

Retail expansion is also on the agenda for Kiabi. Driven by the momentum of its turnover (2.5 billion euros in 2024_ plus 5 percent versus 2023)_ the company opened numerous points of sale last year and continues to open others in 2025. A store opened in August in Montesson in the Yvelines region of France_ and several international openings are planned for autumn.