Absorba
IDKIDS · France
Absorba is a French baby and children's clothing brand created in 1949 by the advertising couple Giot and Gitton. It was owned by Groupe Zannier, later Kidiliz, and was acquired by IDKIDS after the group's 2020 breakup.
| Founded | 1949 |
|---|---|
| Founders | Giot and Gitton |
| Owner | IDKIDS (after Kidiliz breakup in 2020) |
| Country | France |
| Segment | Baby and childrenswear, ages 0 to 14 |
| Website | absorba.com |
What is Absorba?
Absorba is a French brand of baby and children's clothing, with a long record in layette, the clothing and linen for newborns. It covers children aged 0 to 14 in four categories: childcare, daytime clothing, nightwear and underwear.
History
A French reference page says Absorba was created in 1949 by Giot and Gitton, an advertising couple, who launched it with absorbent diapers. It was bought by Poron in 1954 and acquired by Groupe Zannier in 1991. When Zannier became Kidiliz Group in 2016, Absorba went with it.
Kidiliz was placed in receivership in 2020 and dismantled. According to the same page, Absorba was among the brands then acquired by ÏDKIDS, which is the group named here as owner.
Products and positioning
The brand focuses on the youngest age groups, where its heritage in absorbent and soft textiles is relevant. The reference page claims global leadership in layette and cites 18 million pieces sold in 2016, a figure from the brand's own communication that predates the group's breakup.
Business model and distribution
Before 2020 the brand was sold through Zannier's network of owned stores, franchisees and multibrand retailers. The sources consulted do not describe its current distribution, and none is asserted here.
Why it matters
Absorba is one of the older surviving names in French baby fashion. Its journey from a 1949 diaper business through Zannier and Kidiliz to IDKIDS illustrates how legacy children's brands have been reassembled under new owners.
Frequently asked questions
Who owns Absorba?
A French reference page says Absorba was acquired by ÏDKIDS after the Kidiliz Group was dismantled in 2020. Before that it belonged to Groupe Zannier, later renamed Kidiliz Group.
When was Absorba founded?
Absorba was created in 1949 in France by Giot and Gitton, an advertising couple, starting with absorbent diapers.