Billieblush, the ready-to-wear brand for young girls launched in 2013 by French group Children Worldwide Fashion (CWF), will expand its range to young boys next fall. CWF’s goal is to capitalise on the success of Billieblush, currently among the group’s top five brands in terms of sales with revenue of €22 million, and posting regular double-digit growth.

For winter 2025, Billieblush will introduce a collection for young boys aged 2 to 12, featuring T-shirts and sweatshirts decorated with amusing characters, and baggy trousers. Billieblush will also launch products aimed specifically at pre-teen girls. “Our core target are girls aged four to six, and with this pre-teen collection we want to address those up to 10-12 years of age,” said Clémence Pierson, head of brands at CWF, adding that the looks will be less colourful and glittery, but just as cheerful and optimistic, with more generous cuts.

Billieblush, which now regards itself as a global brand, will also add a new collection for baby girls aged from 1 to 18 months.

In the past, Billieblush used to have a boys line, Billiebandit, but it did not meet with enough success and was discontinued several years ago. “Billiebandit did not manage to benefit from Billieblush’s aura, we couldn’t bridge the gap between the two. We therefore decided to bring together all our collections under a name that customers, as well as our retail partners, know and appreciate,” said Pierson.

To incorporate all its various lines, Billieblush has undergone an in-depth makeover. It has adopted a new, geometric logo, less rounded than the previous one, which referred to a more feminine brand image. Its colour palette, all pink and glitter in the past, has now given way to yellow, as in the new retail concept designed by the Label Expérience agency, which Billieblush has deployed at Galeries Lafayette Haussmann in Paris. The brand’s concession there includes for example yellow seats, like those found in a stadium.

Billieblush currently generates the vast majority of its revenue in Europe, with France its main market. It is available at some 1,000 addresses: around 800 of them are multibrand retailers, while the remaining 200 are either stores like Kids Around, the multibrand chain operated by CWF, or department store concessions. Billieblush also has a monobrand store in China, opened with a local partner. To penetrate new markets such as Asia and the USA, the brand is relying on broadening its age range, and on the direct retail channel. It is also expected to open a first flagship in Paris.

CWF owns another childrenswear brand aimed at young boys, Carrément Beau. It features a more classic style, and may be dropped by the group. But CWF is definitely a specialist in licensed brands, and is aiming to expand its portfolio.

The group currently operates 13 childrenswear licenses, among them Chloé, Hugo, Timberland and Kenzo Kids. It has recently entered the resale market, and is present in 80 countries and nearly 2,200 stores, including 350 department store branches, 70 pure players, and 65 Kids Around shops. In 2022, CWF generated revenue of €284 million.