Philosophy di Lorenzo Serafini Inks New Childrenswear License With Monnalisa
MILAN — Philosophy di Lorenzo Serafini is solidifying its footprint in the childrenswear sector, inking a new licensing deal.
The brand, controlled by Italian fashion group Aeffe, has signed a multiyear deal with Monnalisa, a high-end kidswear manufacturer listed on the Euronext Growth Milan segment of the Milan Bourse.
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The first collection to bow under the manufacturing and distribution deal, which stretches until 2032, will be for spring 2025. Philosophy di Lorenzo Serafini’s childrenswear collections, introduced in 2018, were previously licensed to Gimel.
“We are very happy to be embarking on this new journey with Monnalisa for the Philosophy di Lorenzo Serafini brand. I believe Monnalisa and its team will be able to best interpret the creative vision of Lorenzo Serafini producing appealing kid’s ready to wear and accessories collections for new global consumers,” said Massimo Ferretti, Aeffe’s executive chairman.
Aeffe said that the deal is aimed at furthering the development of ready to wear, footwear and accessories geared at girls aged 0 to 14, leveraging Monnalisa’s strength in the category, including 400 stockists and 50 monobrand stores across 50 countries.
“We are very pleased with the deal. I think that our contribution can be instrumental in developing an iconic brand in the kidswear segment thanks to our specific creative, manufacturing and commercial competence,” said Christian Simoni, chief executive officer of Monnalisa. He touted the move as an integral part of the childrenswear company’s strategy to diversify its business model by inking licensing deals.
Along with Philosophy di Lorenzo Serafini, Aeffe SpA, which is listed on the Star segment of the Italian market, also controls Alberta Ferretti, Moschino, and Pollini.
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