Childrenswear specialist ÏdKids presents new collections for Absorba, Catimini, Lili Gaufrette, Chipie

By

Sarah Ahssen

Translated by
Nicola Mira

Published
Nov 12, 2022

On Wednesday, at a vast photography studio in Paris, French childrenswear specialist ÏdKids unveiled the spring/summer 2023 and winter 2023 collections by its brands Absorba, Catimini, Lili Gaufrette and Chipie, which ÏdKids bought two years ago from the Kidiliz group (formerly Zannier), and by Confetti, ÏdKids’s newly created family fashion brand.

The Parisian showcase was the opportunity for ÏdKids, which also owns childrenswear brands Okaïdi, Obaïdi and Jacadi, to present the repositioning work it carried out on all the labels, creating a new ecosystem of affordable premium brands characterised by more streamlined collections focused on everyday essentials, all with a contemporary twist. ÏdKids has adopted this same approach across all its new brands.

For example at Chipie, targeted to girls aged 4-12, whose range has been reduced from about 100 to some 15 items. A condensed wardrobe with a British feel, focused on past best-sellers: flared and mom jeans (priced at approximately €30), sweatshirts (€22.99) and check shirts. Colour-wise, red and navy, which characterised Chipie in its heydays, were still predominant, but directional hues like pink and cobalt blue brought a more contemporary touch. And of course, the brand's signature terrier logo remained. For the fall 2023, ÏdKids has also worked on licensed lines of Chipie bags, including cases and satchels, and stationery. The assortment consists of a limited number of essentials, and the looks are coordinated with the ready-to-wear collection.

Lili Gaufrette, which like Chipie is targeted to 4 to 12-year-old girls, is also relying on past best-sellers, like the tulle ballet dancer skirt (priced at €35.99). It can be worn short or long, and comes in several shades of pink, matched with a corduroy jacket for winter (priced at €45.99) and a varsity-style jacket for spring. Lili Gaufrette too has streamlined its collections, and is working on an occasion wear line.

Catimini, aimed at children aged 0 to 12, is renowned for its colourful clothes and printed patterns, and has introduced a new logo, two red circles from which two drops seem to be falling. The label, which operates 70 monobrand stores, is still focusing on printed motifs, though in the new collection they are more contemporary and creative, with less vivid colours. Finally, Absorba, a specialist in baby wear (from 0 to 3 years old) and maternity gifts, has not changed its style radically, although it has adopted a softer look, exemplified by the watercolour-style designs featured on some of the items. The brand is no longer distributed by mass-market retailers, though it could make a come-back.

Absorba, Lili Gaufrette and Chipie are sold on Okaïdi.fr and at select ÏdKids and Okaïdi stores. They are also gradually being introduced in Catimini stores, to complete the range of brands available. The Beckaro, 3 Pommes and Jean Bourget brands, which ÏdKids also bought when Kidiliz filed for receivership, remain for the time being dormant.