STRONG INTERNATIONAL PRESENCE, STRONG BRANDS AND STRONG NEW IMPETUS FOR THE CHILDREN’S FASHION INDUSTRY

By European standards, Supreme Kids sends a strong signal: With its central location in the stylish MTC ambiance, a professional ordering environment and a full presence of the relevant brands, it clearly stands out from other formats. Buyers can look forward to an inspiring mix of established key brands, exciting newcomers and stylish collections.

ASSESSMENT OF THE CURRENT MARKET SITUATION

Similar to the overall fashion market, the children’s fashion market is also showing initial signs of recovery and has returned to pre-pandemic sales levels in many areas. Growth is moderate but stable, although it is heavily influenced by the inflation-related saving behavior of many consumers. Online retail continues to gain market share, as do offers from discounters and drugstores, which primarily appeal to price-sensitive target groups. Second-hand and rental offers are also becoming more attractive.

In principle, this works to the detriment of brick-and-mortar specialist retailers, which, however, are actively counteracting the trend with innovative concepts and shopping experiences, targeted product range selection and customer proximity. Support comes from the order platform Supreme Kids, which offers specialist retailers an important collection portfolio that helps them stand out and position themselves.

SUPREME KIDS WITH INTERNATIONAL APPEAL — A CLEAR SIGNAL
Supreme Kids continues to expand its international appeal and demonstrates that it is the only European order fair to show these market-relevant labels on this scale. This is evident not only in ordering but also in scouting for new products. The positive response to Supreme Kids is also increasingly being felt in neighboring European countries and is having a noticeable effect on the quality and diversity of the portfolio of the upcoming edition.

The growing proportion of exhibitors from other European countries and beyond not only underlines the attractiveness of Munich as a location, but also confirms the trade fair’s role as a permanent fixture and relevant meeting place in the global kidswear trade fair calendar.

Around 40 percent of the brands represented come from abroad, in particular Scandinavia, the Netherlands, Italy and France. In addition, exhibitors from Portugal, Spain and Belgium have already been confirmed.

It is noticeable that more and more new brands are looking to enter the children’s fashion market without taking the traditional route via sales agencies or representatives. Instead, they specifically focus on being present at Supreme Kids as a central ordering and networking event. The size of the company plays a subordinate role here. Visibility and direct contact with relevant specialist retailers are decisive here. Supreme Kids is therefore increasingly acting as a strategic platform for market entry, brand development and expansion of reach in the DACH market.

New labels include ALWERO WOOL VESTS, BADA AND BOU, BAJE STUDIO, BALLON PARIS MATERNITY & NURSING WEAR, BLAUER USA, GARCIA, GUAPOO SPRING SUMMER 2026, K-WAY, LABEL LOVERS, LABO DE COLORES, LIGHT PLUS NINE, LÖTIEKIDS, MAUSITO, MIAMILY, MY FIRST BOOK, NATCH LAB, NOOS COLLECTION, ROARSOME, SOLANG COTTON SET, SOLANG DENIM, SOLANG KNITWEAR, SOLANG LEATHER, SOLANG WOVEN SET, SPINACH MAFIA, SUPERGA, TEN LITTLE FINGERS, TLOIN SET.

SUSTAINABILITY AS AN OPPORTUNITY FOR GROWTH

Sustainable children's fashion is increasingly developing from a niche to a relevant segment of the future. Brands that rely on organic and fair trade certifications, durable materials and recycling concepts are becoming increasingly popular, even among price-sensitive target groups. This results in clear opportunities for strategic specialization: Anyone who positions themselves through sustainability, quality and certified materials not only creates differentiation, but also trust and transparency in the purchasing process. Supreme Kids also reflects this trend with a growing range of brands. Labels such as STRICKMODEN BRUNO BARTHEL, LEEVJE and PEOPLE WEAR ORGANIC specialize in sustainable concepts and open up new product range potential for informed retailers in the future-oriented children's clothing market.

“The children's fashion market in 2025 is changing: Moderate growth, the trend towards online retail and growing price awareness are shaping the picture. At the same time, demand for sustainable and innovative products is increasing significantly. With Supreme Kids, we offer a platform that addresses precisely these changes. It is important that retailers not only monitor these developments but actively embrace them in order to remain successful in the long term. Our Supreme Kids portfolio sets the course for successful orders and thus for sustainable sales,” says Aline Müller-Schade, Managing Partner of The Supreme Group.

Supreme Kids showcases many well-known labels that stand for quality, innovative strength and international appeal. These include: CREAMIE, CELAVI, DAILY 7, ENFANT, FIXONI, HUST & CLAIRE, INDIAN BLUE JEANS, MINYMO, PIPPI, COLOR KIDS, ABERCROMBIE KIDS, LEVIS KIDS, HUGGIES, LACOSTE, HURLEYS, LÄSSIG, HUST & CLAIRE, MUSHIE, FRIGG, RATATAM, BYELOISE, MDMD, PETITE POMMES, ROCKAHULA, SCOOT & RIDE, MOB, BAIJA, NAILMATIC, PLAY&GO, INUWET, CHAMAYE, MARKY, SUPER PETITE, OMY, MINUS, ASOBU, COSY ROOTS, DOUGLAS TOYS, KNETA, PETIT JOUR, PIECKSMICHNICHT, ROSAJOU, PLAY UP, PIPIU / SIST. DEPT., MC2 ST. BARTH, PAPA LOBSTER, SAVE THE DUCK, MINI A TURE and many more.

Supreme Kids, one of the leading order platforms for children’s fashion in German-speaking countries, is setting clear priorities in July 2025 with the spring/summer 2026 edition: International presence, brand diversity and high-quality collections!

The upcoming Supreme Kids takes place from July 11 to 13, 2025, at MTC world of fashion/Building 1 in Munich.

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CONTACT

www.thesupremegroup.de

KATHARINA BUNTROCK

PR & Marketing I Project Assistant

T: 49 (0) 89 420 44 79 - 19

M: +49 (0) 172 85 99 309

kb@thesupremegroup.de

THE SUPREME GROUP — The company

The Supreme Group was founded in Munich in June 2007. Having started out with two order platforms, the family-run company is now responsible for nine trade platforms, international brands and agencies. The portfolio includes Supreme Women&Men in Düsseldorf and Munich and, exclusively in Munich, Supreme Kids, Supreme Celebration and Supreme Body & Beach.

At KWS, Kaiserswerther Strasse 117 - 119, Düsseldorf and MTC world of fashion, Building 1, Munich, The Supreme Group offers light-flooded locations, rooms with high-quality and luxurious showroom concepts, and successful presentation options.

Both locations are also available for temporary rental — as temporary showrooms for fashion providers and as exhibition, conference or event space for organizers and service providers.

For The Supreme Group, a future-oriented family business, environmental awareness and social responsibility have been a matter of course since it was founded — from switching to LED lighting at both locations to regularly supporting children's institutions.