“The opening of this dedicated space at Harrods represents an important endorsement of the international growth strategy we are pursuing across our brands,” Simonetta Group stated. “Partnering with a prestigious retailer such as Harrods further strengthens Eleventy Junior’s premium positioning within one of the world’s most renowned luxury retail destinations, while offering a brand experience that fully reflects Eleventy’s DNA and distinctive values.”

Located on the fourth floor, within the Childrenswear department, the new corner reflects Eleventy’s signature aesthetic through a clean, contemporary design featuring neutral-toned materials, soft textures and refined details that showcase the boys’ and girls’ collections. The result is a bright and welcoming environment, thoughtfully designed for the world of children.

“With this opening,“ the statement concludes, “Simonetta Group further enhances its presence within international luxury retail and reaffirms its ability to develop high-profile distribution projects across key global markets, which continue to be major drivers of the Group’s growth.“

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The know-how gained through years of experience and a strong aptitude for interpreting the world of childhood will contribute to the development of a new project that combines creativity, stylistic identity, and quality.

The collaboration reflects the Group’s desire to explore new expressions of contemporary childrenswear, welcoming into its portfolio an Italian brand with an authentic, contemporary, and instantly recognizable identity.

Founded in 2005, SUN68 has established itself in the casualwear landscape thanks to its versatile and distinctive style, characterized by attention to detail, fabric research, and a modern aesthetic designed for everyday life and leisure time.

Today, the SUN68 KIDS line enters a new phase under the guidance of Simonetta Group, with the aim of strengthening the brand’s market presence and expanding its distribution potential. The partnership will drive the next stage of the brand’s growth through a clear development strategy: broadening the offering into a true total look, introducing the girlswear line, and reinforcing its presence in international markets.

The kids’ collections will interpret the SUN68 DNA through a dynamic and contemporary wardrobe dedicated to boys and girls aged 0 to 14, featuring ready-to-wear and accessories, with a focus on comfort, functionality, and color.

Niccolò Matteo Monicelli, Chief Executive Officer of Simonetta Group, stated: “The partnership with Numero 8 represents an exciting project for our Group. Welcoming a casualwear brand with a strong contemporary spirit allows us to further enrich our childrenswear offering, engaging with new languages and evolving consumer habits, while staying true to the quality, creativity, and know-how that distinguish Simonetta Group.”

Enrico Spinazzè, Chief Executive Officer of Numero 8, commented: “We are thrilled to begin this collaboration with Simonetta Group, a partner that represents international excellence. SUN68 has always expressed an original, authentic style that is close to people’s everyday lives: we are confident that Simonetta’s expertise and vision will best enhance the evolution of the kids’ line, supporting its growth and expansion in the market.”

Simonetta Group will oversee the multichannel distribution of the SUN68 Kids collection. Starting next June, the collection will be available through the showrooms of a selected sales network, and by the end of 2026 it will be distributed through leading childrenswear retailers.

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Milan, May 3rd 2023 – Etro introduces the new ETRO KIDS Collection, which includes Newborn, Baby and Junior lines to cover all age categories from 0 to 16 years.

The ETRO KIDS Collection will be officially launching with the Spring/Summer 2024 Collection after entering a worldwide licensing agreement with Simonetta, a leading luxury childrenswear designer brand.

This new partnership, guided by the stylistic vision of Marco De Vincenzo, represents a comprehensive expression of the aesthetic references at the core of Etro Men’s and Women’s Collections, now extended to the wardrobe of the youngest consumer segment.

Inspired by the fabrics and shapes from the adult world, ETRO KIDS will also present a selection of mini-me looks, while the Newborn category will feature gift sets for babies from 0 to 12 months.
ETRO KIDS will include footwear and leather goods, focusing on materials, prints and embroidery designed and created for ready-to-wear.

“We are delighted to announce the new partnership with Simonetta,” stated CEO Fabrizio Cardinali. “ETRO is a world of colors, patterns and inspirations that easily embrace the kidswear segment, while strategically expanding the brand’s creative and business horizons. We are sure that the partnership with such a leading company will continue to enhance our vision, aimed at offering customers an increasingly complete and high-quality shopping experience.”

Niccolò Matteo Monicelli, CEO of Simonetta Group, says: “We are proud to introduce an iconic Maison as Etro among our licenses. This is a further step for our group which once again confirms itself as an international reference platform in the childrenswear sector, thanks to a stimulating project from the product’s point of view and Italian style.”

The ETRO KIDS Collection will be available from November in selected Etro Boutiques, on etro.com and at selected department stores, e-tailers and multi-brand retailers in Italy and worldwide.

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Milan, 26th October 2022 – Simonetta, leading Italian company specialising in luxury kidswear, and Khrisjoy, luxury street-style brand founded in 2017 by Marzia Bellotti and Maurizio Purificato, announce the partnership for the creation of the kid’s line. Based on a multi-year agreement, Simonetta will manage the development, production and worldwide distribution of the Khrisjoy Kid’s collection, starting from the Autumn/Winter 2023-2024 season.

Originality and versatility – combined with Italian savoir-faire – form the basis of a solid partnership between two companies boasting great expertise and know-how: an iconic Kid’s collection is therefore born, translating Khrisjoy’s high-fashion stylistic codes into children’s outerwear. A perfect MINI-ME line characterised by original luxury-design, eclectic volumes, innovative processes and a kaleidoscopic colour palette.

The Khrisjoy Kid’s collection – for both boys and girls – will feature ‘Baby’ and ‘Junior’ lines, and will be distributed in selected multi-brand stores and in high-profile department stores around the world. Versatile and entirely made in Italy, the Iconic Khris Puffer Jackets express – even for little ones – the creative flair of the brand blended with the perpetual search for innovative materials and treatments, for a product that looks towards an increasingly sustainable and child-friendly future.

Niccolò Matteo Monicelli, CEO of the Simonetta Group, states: 
“We’re thrilled to welcome an iconic brand in the international streetwear segment, such as Khrisjoy, to our portfolio. A challenge that allows us to work, for the first time, with a highly recognisable mono-product brand, which is so eclectic and innovative also in terms of sustainability. Simonetta expands its license portfolio confirming its status as an international platform of reference in the kidswear sector, with an exciting project as far as product and distribution are concerned”.

Marzia Bellotti, Co-Founder & Creative Director at Khrisjoy, states:
“The idea of a KHRISJOY ‘Mini-Me’ collection was born naturally, and we immediately thought of a significant sector partner such as SIMONETTA, capable of capturing the spirit of the brand and creating a kid’s line wholly within their area of expertise. We couldn’t be more excited about this new adventure that will come to enrich the KHRISJOY world”.

Khrisjoy
Founded in 2017 by the stylist Marzia Bellotti and Maurizio Purificato, Co-Founder of the multi-brand Milan based store Antonia, KHRISJOY is a fashion-luxury brand with streetwear vibes.
Ecletic and entirely Made in Italy, the brand stands out for its cocoon shapes, refined and high quality details with particular textures which are transformed into kaleidoscopics colors.
The Men’s collection was introduced in 2020, reflecting the same spirit as the women’s one.
In 2021 was born the kids “MiniMe” collection, created with little jackets same as the mother’s ones; during the following year has started a partnership with the leader Simonetta.
In 2021 the brand was acquired by Alsara Investment Group, a fund of private investments founded by Rachid Mohamed, currently the president of Valentino.

Simonetta
Established in the 50s, Simonetta Spa is a leading company specialising in luxury kidswear. It is renowned worldwide for its product excellence, synonymous with Made in Italy style and elegance.
The distinctive elements of its DNA are research, creativity, innovation, and the peculiar know-how acquired over time, together with care for sustainability.
In June 2017, Simonetta Spa was acquired by Isa Seta Spa, which relaunched its development process.
Simonetta Spa makes available its savoir-faire to development, production, and distribution under the worldwide license of childrenswear lines of many among the most renowned and prestigious Power Brands of adult fashion, and it signs relevant exclusive supply agreements.
The company is present in Italy and worldwide, both with its own brand and with prestigious licensed brands, in Monobrand Boutiques, in Department Stores and in the best Multibrand and Online shops.

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Milan, 20th June 2022 – Simonetta Group, the international platform for luxury childrenswear, has announced the takeover of Caffè D’Orzo, a Made in Italy brand founded in 2009, dedicated to girls’ apparel.
The brand’s debut among Simonetta Group’s portfolio is part of the buildup program of the proprietary brand business unit together with the longstanding private label Simonetta. Besides the trademark licenses and exclusive production contracts, the international luxury platform, having its headquarters in Jesi, has found a way to increase its turnover through a niche brand with high potential that can reach a new type of clientele. Italian and polished. Caffè D’Orzo meets Simonetta’s know-how, sharing its fundamental values. Inspired by nature and the universe of children, Caffè D’Orzo offers a romantic and essential style through girls’ garments, manufactured out of soft fabrics in natural and organic fibres, top-quality materials, and designed for a comfortable feel and shape.

Caffè D’Orzo, strong in its solid identity gained over the years, has become one of Simonetta Group’s proprietary brands, establishing a more flexible and versatile business line, which will search for new experimental ways of doing business and providing distribution, addressing the activity to a new target audience.

Niccolò Matteo Monicelli, CEO of the company, says, “Simonetta Group is growing in three business development directions and is becoming a brand hub: after recently signing the license agreement with Missoni, we are proud to welcome Caffè D’Orzo.
That’s a bet we are making, being the primary actors in scouting small and big brands belonging to childrenswear, leaders in their market and style niche.”
The Spring-Summer 2023 debut collection signed by Caffè D’Orzo as a proprietary brand, owned by Simonetta Group, translates into an offer including girls’ garments and accessories: Newborn, range 3 to 18 months, and Junior, range 2 to 18 years. A total look with a minimal soul. You can wear it daily or on special days. Soft, dusty shades design high-quality pieces of clothing with a fresh, linear style.

Simonetta

Founded in the 50s, Simonetta S.p.A. is a market leader in the high-end kidswear industry, known worldwide for its excellent products, synonymous with style and Made-in-Italy elegance.

Research, creativity and innovation, along with experienced know-how and attention to sustainability, are the key features of this company’s character.

In June 2017, Simonetta S.p.A. was taken over by Isa Seta S.p.A., which relaunched its development activity.

Simonetta S.p.A. offers its savoir-faire in the development, production and distribution worldwide of the kidswear collections of some of the most famous and prestigious power brands in adultwear, and undersigns important partnerships as an exclusive supplier.

The company operates in Italy and worldwide, both with its own brand and prestigious licensed brands, in mono-brand stores, department stores, and the best multi-brand and online retailers.

Media Contacts
Pil communication
Via Carlo Botta, 8
20135 Milano
m.molinari@pilcommunication.it

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Milan, 28 April 2022. Simonetta, a leading brand of childrenswear, and Luisa Beccaria, the well-known Italian fashion brand with international appeal, have announced their first co-branding capsule collection for Spring Summer 2023.
The union between the artistic world of Luisa Beccaria (founder and designer of the homonymous brand) and the longstanding expertise of Simonetta (company leader in luxury childrenswear managed by creative director Mila Zegna Baruffa) has brought forth a collection with playful, fairy-tale charm.
With this inspired collection, Simonetta interprets and reflects in clothes for little girls a world full of multisensory effects, poetry and beauty, bearing the signature marks of Luisa Beccaria.
Elective affinities, talent, passion and a touch of magic are all features shared by the two brands, resulting in looks that are brimming with pastoral atmosphere along with contemporary elements, timeless in their appeal.
The collection breaks loose with distinctive outfits and a synergy of emotions embodied in clothes designed for any occasion – from special events to everyday life.
The design and manufacturing quality of Simonetta unites with the creativity and aesthetic world of Luisa Beccaria in the floral prints, quality fabrics, production and special details (amplifying the ‘mini-me’ effect), as well as in the famous muted colours that distinguish the women’s collection by the brand.
The gap between dreams and reality is diminished in a collection that highlights the strong attunement between these two Italian brand leaders, and which can transform everyday life into a miniature work of art blending beauty and positivity.
The capsule collection (for 1–14-year-olds) will be available with the Simonetta Spring Summer 2023 collection.

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Exchange of emotions, thoughts, and a personal tale by Mila Zegna Baruffa and Luisa Beccaria.
What are the shared values that led you to create such an authentic and idyllic capsule collection for little girls?
MZB An elegant and refined world, where family and celebration are at the heart of all experiences in Italy, is what joins Simonetta and Beccaria. Two women’s names, with a passion for things that are beautiful and well-made. We both know our customers very well, and wish to accompany them in their special moments, whether they be formal ceremonies or a picnic snack with friends. We love to dress them in timeless clothes that are always contemporary, which can be passed from generation to generation, making them always feel special and self-confident.

LB Our collections have always had very precise characteristics and are dedicated to today’s woman who has never given up on dreaming, in the midst of poetry, art and nature. Twilight colours, floral prints, refined fabrics and weightless materials; these all are part of my style and are translated into romantic and feminine clothes for day-to-night wear, with ethereal and timeless elegance. Since 1997, we have also designed children’s collections, which my own children used to wear and that were sold in specific boutiques. After my five children grew up, our children’s fashion was mainly designed for formal occasions. So, the idea of again bringing this vision into a daywear version of children’s fashion has swung me back into the past. In Simonetta, I have found the perfect “sister” to bring my dream to life. After all, I am the mother of a large ‘fashion dynasty’ and my motherhood has always been easily integrated with my work life and the expansion of a lifestyle that represents us as a family. My daughter Lucilla is my right-hand woman from a creative point of view, and we share the same passion for beauty and harmony. The adaptation of my creative world for the ‘mini-me’ version was entirely spontaneous, and imagining coordinated mother-and-daughter looks has always been great fun; actually, it’s a game that my daughters and I have always played.

The print patterns narrate a magical world that is also incredibly real and authentic. What is the shared secret that allowed you to adapt enchanting fairy-tale clothes for modern kids?

MZB I have always enjoyed losing myself in the fantasy of Beccaria prints; they can induce emotions and personal, reassuring memories. Flowers and prints have always featured also in Simonetta collections and, with Beccaria, we will tell a new story packed with fragrances and sensations.
LB The prints, especially the romantic and pastoral atmospheres, are very important in my collections. I am an all-round creative artist, and one of my biggest passions is planning gardens, from which I take constant inspiration. I have always believed in coherence of style, constantly updating itself while emphasising its own particular features and aesthetic heritage. Our prints have certainly contributed to creating this distinctive and timeless style. Furthermore, my philosophy in creativity begins from the idea that a complete wardrobe for a woman must fullfill all needs in daily life, adopting what is well-known and familiar but in an unexpected way. I’ve also tried to apply these concepts to these little girls’ look: versatility, tradition and innovation, for clothes that I hope will enter the family wardrobes and not leave – being passed on through the family, as in the past, because there is nothing more eco-friendly than quality.

How much of your families has gone into this shared and woven initiative of the capsule collection?
MZB The idea came about during a holiday with my family in Capri; I wrote to Luisa and here we are. She is an incredible woman, full of passion and energy, and the idea of working together appealed to her.

LB As I said, my family have grown up hand-in-hand with my brand. When I used to take them out, they seemed like a troupe, all over the place. Our departures were unforgettable: by train, car, air… with all our children’s animals, dogs, cats, even rabbits. It was impossible to separate the threads of my work life and home life; my multifaceted creative world is in fact the story of my family. In my case, work has always been at the service of my home life, not viceversa; but, and above all, it has always been interwoven with me and my five children, who experienced both my successes and fears from when they were very young. This capsule collection surely embodies some of their childhood and, I hope, much of their future.

Media Contacts Pil communication Via Carlo Botta, 8 20135 Milano m.molinari@pilcommunication.it

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