H&M's Luxury Kids Collection Conquers Parisian Fashion World
Parijs, donderdag, 12 juni 2025.
H&M expands its strategic positioning with the introduction of ‘Adorables’, a premium children’s collection in the iconic Galeries Lafayette Haussmann in Paris. This step marks a significant shift in H&M’s retail strategy, targeting the higher market segment for children’s clothing. The collection focuses on children aged 0-10, emphasising timeless designs and high-quality materials such as organic cotton, silk, and merino wool. With a 63 m² permanent corner on the 5th floor of the department store, H&M positions itself as a serious player in the premium children’s fashion sector.
Strategic Expansion in Premium Children’s Fashion
H&M has launched its ‘Adorables’ children’s collection with a 63 m² permanent corner in the Galeries Lafayette Haussmann in Paris, targeting children aged 0-10 [1][2]. Sofia Löfstedt, Creative Director of H&M Kids, emphasises the strategic choice: ‘Opening this shop-in-shop in the fashion capital is a special moment that allows us to reach new customers’ [3].
Collection Characteristics and Market Positioning
The Adorables collection distinguishes itself with timeless designs using natural, high-quality materials like organic cotton, silk, and merino wool [4]. The line offers essential items for newborns and children, with prices ranging around €45 for a linen outfit [5]. The collection follows GOTS standards for sustainable cotton and focuses on quality products that can survive generations [6].
Retail Developments in Paris
As part of a broader expansion strategy, H&M also plans a permanent ‘Adorables’ store in the Marais district this autumn [1][2]. Additionally, the company is currently renovating approximately 30 of its 168 stores in the Île-de-France region, with expected completion by the end of 2025 [7].