French chic set to grow wings

MELBOURNE: Having taken a little French chic under its wing, Optimel has every intention of helping it fly, buoyed by Australia's high-end kidswear boom.
The childrenswear specialist has acquired the rights to import and distribute exclusive French childrenswear label Catimini in Australia following a direct approach to Catimini head office in France.
Optimel head Lester Levinson said while Catimini had a presence in Australia since the 1980s - originally through an importer and later as a franchise with stores in both Melbourne and Sydney - the label looked set to benefit from Optimel's expertise in the high-end childrenswear.
"Optimel will make the brand available in all Australian state capitals and major regional centres. Catimini will also benefit from being a part of Optimel's regular advertising program."

Ranging from baby to 14-year-old sizes for boys and girls, Catimini's essential appeal was its smart design, quality fabrics, beautiful trims and coordinated garments and accessories, he said.
"Catimini allows Australian consumers to have the benefit of European taste in kids' clothing. [Catimini] is considered alongside brands such as Jean Bourget, Kenzo, Dior and Gucci as one of the most exclusive children's fashion labels, with collections that are creative, sophisticated and designed for durability, while epitomising comfort and style."

Created in 1972 in Cholet, France, Catimini is now distributed in more than 28 countries worldwide. In joining Optimel, it will sit alongside seven other kidswear brands under Optimel's aegis including French outerwear brands Chipie, Confetti, Jean Bourget, Kenzo, Kookai and 3 pommes and Portuguese underwear and body-suit range Laranjinha. Optimel also offers Tekilou, TKL and Solaria children's shoes from France and Nowa Li moccasins, tights and socks from Sweden.