Drumohr launches childrenswear in partnership with Luxury Children’s Wear
Nicola Mira
Italian label Drumohr and Luxury Children’s Wear (LCW), the producer and distributor of Italian luxury childrenswear line La Stupenderia, have signed a multi-year license deal for the design, production and worldwide distribution of a clothes line for children aged 2-12, inspired by the codes of the long-established Scotland-born label.
The collection consists of 50 coordinated items, the finest ones priced up to €500, like the cashmere knitwear featuring Drumohr’s famous monogram pattern known as the ‘razor blade’.
“We are excited to announce this partnership with Luxury Children’s Wear, a company with which we share values such as quality, passion for creativity and the pursuit of sophisticated elegance, the highest expressions of Italian style,” said Michele Ciocca, CEO of Drumohr. “A childrenswear collection is a natural extension of our world. With this collaboration, we are aiming to develop unique, timeless items that can stay with our customers from childhood to adulthood,” he added.
These two family companies are united by their passion for creativity, research and tradition. Starting with the Fall/Winter 2023–24 season, they will commercialise a sophisticated, colourful collection available at Drumohr and La Stupenderia monobrand stores and on their e-shops, as well as at select multibrand retailers and department stores.
“Luxury Children’s Wear will be able to integrate into its current distribution network for La Stupenderia another top-of-the-range, high-end brand like Drumohr. We are very proud of this, given the values we share,” said Marco De Riso, CEO of LCW. “We are confident that this new children’s line, which will retain the attributes of the adult collection, such as a discerning choice of colours and fine knitwear, will be highly appreciated by the market,” he added.
After opening the first monobrand stores, Drumohr has evolved, no longer focusing exclusively on knitwear but increasingly adopting a total-look strategy that has added a genuinely harmonious feel to its stores. The label currently operates monobrand stores in Italy (in Milan, Turin, Forte dei Marmi and Alassio) and Switzerland (St. Moritz). In addition, Drumohr is distributed via concessions in leading department stores, at over 420 multibrand retailers worldwide (240 in Italy alone) and retail corners in select luxury hotels.
In fiscal 2022, Drumohr generated a revenue of €12.5 million, and is expecting to reach €15 million in 2023. LCW has reported a revenue of €2 million.
