Massimo Dutti has launched its last kids collection: its parent company Inditex wants to concentrate all its children’s fashion at the Zara brand.
Focus on adults
The stores with a Massimo Dutti Kids department will be remodelled, with more room for women’s and men’s collections, FashionNetwork.com writes. The decision to drop the Kids collections also has consequences for about twenty employees at the headquarters in Spanish Tordera. They will no longer be able to work for Massimo Dutti, but can move to one of the other brands of the Inditex group.
Until recently, Massimo Dutti Kids items were only for sale in the brand’s flagship stores and via the online shop, FashionUnited writes. However, at the beginning of last year the label also started a pilot project with a limited range of children’s clothing in an existing store in Palma de Mallorca. Only one size of each design was present; the fitting and viewing of the articles was done with the help of an intelligent mirror. Customers could then have the items delivered at home or in the store.
Zara supremacy confirmed
The discontinuation of the Massimo Dutti Kids collections line also means that Zara is now the only brand within the Inditex family with a children’s collection. At the end of 2018, Zara already had 128 stores exclusively dedicated to children’s clothing. Furthermore, the range is also available through a lot of larger stores in the clothing chain.
Zara is already the largest brand of the Inditex group and, with the latest annual figures (2018), generated a turnover of 18 billion euros, or 68 % of the group’s total turnover. For comparison: Massimo Dutti achieved a turnover of 1.8 billion euros in the same year.