Nanos Launches Womenswear Line for Mothers

At the most recent edition of FIMI, the International Children’s Fashion Trade Show, we saw how kidswear brands are looking to extend the lifetime value of their customers with new lines that target the adolescent market. In their own homage to family, Nanos is using an altogether different fashion strategy.

After celebrating Father’s Day [in select countries] with a modest selection of swimwear models, the company is now delving into the ladies’ market with its first collection for women. This is, of course, a broader expansion on its original target segment: babies and children.

According to the company, the ‘Nanos Kids and Mum’ collection came about in response to the demands of certain customers that were consistently buying items in size 16.  The new line includes dresses, camisoles, blouses and trousers in patterns adapted for mothers who like to dress in matching or similar outfits with their daughters. This is the latest endeavor by Nanos to diversify its range of products, having also designed a line of horse riding clothing and accessories that has done extremely well in Germany.

Nanos ended the 2015 financial year with a turnover of 16 million euros – a 7% increase on the previous year’s earnings. The company has a network of 60 stores and an e-shop that caters to Europe and the United States, plus a presence in more than 200 multi-brand points of sale and other e-commerce platforms, such as Amazon, Guilt and Vente-privee. In 2016 it hopes to open its first single-brand retail stores in the United Arab Emirates and the US.