Danish fashion house BESTSELLER’s recently revamped Mamalicious with a new look, design vision and brand identity has paved the way for a brand extension uniting cute with a new Nordic interpretation of trend and look.
“Mamalicious has a strong following among new mothers as well as mothers-to-be,” says Ditte Marie Bay, Brand Manager of Mamalicious, “both online and in shops. One of the things the brand is loved for is our Nordic and Scandinavian approach to colours, prints and looks. We want to translate this into childrenswear, so your options are not limited to very vibrant colours and prints but also include a calmer look and feel, with the emphasis on functionality, shape, fit and quality. We are aiming at dressing kids with the same approach that we take for their mothers - simply for every occasion.”
With the ambition of raising the bar for style and quality and creating clean and focused collections, expectations are high for the new sub-line. A full range of babywear and toddlers’ wear, with the focus on fit, trend and style, all created with calm Scandinavian design thinking.
The look and feel will certainly reflect this, and so will the assortment. In order to make it easier for both wholesale shops and web shops, the packaging of the styles will take into consideration the way mothers tend to buy.
For example, basic wear such as tights, leggings and bodies will be bundled, allowing the shopper to pick up multiple items at the same time, and making sure the shops achieve better turnover and even if the individual prices are at high-street level. The brand delivers six collections a year with a range of trend items as well as basic items.
Mamalicious – the brand, that takes care of dressing mothers to be as well as new mothers, in both style and comfort, has long had a big following among women who did not want to compromise on style while their new life was in the making. With delicious looks for any occasion clothes to suit the office, or even a party dress or wedding dress for the expectant mother the brand offers a full-service solution.
Expansion into nursing wear with lingerie as well as dressy workwear has been a success, and these items are now available online and in wholesale shops all over Europe. Minimize takes the brand even further and closer to the mothers, by making it easy to shop for both themselves and their children. Minimize’s first collection is due February 2015.