Deal secured between Lagardère Active Enterprises and Brand Machine Group.
The ELLE brand is moving into childrenswear, after Lagardère Active Enterprises secured a deal with Brand Machine Group.
The deal – brokered by brand extension agency three60brands – will see BMG design, create and market ELLE childrenswear across a variety of age brackets.
Bringing the Parisian lifestyle to life, the collection will offer a wide range of stylish silhouettes for children from 0 up to 16, using the ELLE baby, ELLE Kids and ELLE Junior monikers.
BMG is now working with strategic retail partners and independents to launch the collections from this September.
“We are very proud to be chosen as the European partner to launch ELLE collection for childrenswear,” said Boo Jalil, ceo at Brand Machine Group. “The handpicked design team and product specialists will be working to coordinate a lifestyle brand of beautiful products. We thank the L.A.E team for all their support.”
Camille Thelu, vp and md at Lagardère Active Enterprises EMEA and India, added: “Both BMG and ELLE share a passion for fashion. The opportunity to work with them is an exciting one and one we look forward to.
“I’m hopeful that our alliance will be mutually benefiting and successful in expanding the ELLE kidswear collection in Europe.”
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