Tommy Hilfiger is back in the children’s wear game.
This story first appeared in the November 11, 2008 issue of WWD. Subscribe Today.
The company, which sells women’s and men’s sportswear exclusively at Macy’s stores nationwide, plans to relaunch children’s apparel in 200 Macy’s doors in the spring. Children’s apparel is already offered in freestanding Tommy Hilfiger stores in the U.S. and abroad, but the Macy’s rollout marks a major expansion of the line domestically.
This will represent Hilfiger’s second attempt at wholesaling children’s wear. In its heyday, the brand sold at major department stores and brought in about $80 million in retail sales, said Colleen Kelly, president of wholesale at Tommy Hilfiger.
“Macy’s customers have responded enthusiastically to the exclusive Tommy Hilfiger product in women’s and men’s categories, and we expect the children’s collection will similarly resonate with families seeking quality, fashion and value,” said Janet Grove, vice chairman of Macy’s Inc. and chairman of Macy’s Merchandising Group.
The first collection of Hilfiger children’s wear will only be for boys, sizes 2 to 20, and infants in sizes six months to 24 months. A girls’ line is expected to follow in the future.
“We wanted to start with boys, see how it performs and then move into girls’ at the right time,” said Kelly. “In three years, our goal will be to become the number-one children’s brand at Macy’s.”
For spring, the line will consist of classic polo shirts and denim bottoms, with the focus of the collection moving into shorts, T-shirts and swimwear for the summer. The collection retails for between $24 and $38.