Blukids
OVS · Italy
Blukids is an Italian childrenswear brand owned by OVS that dresses babies, children and teenagers from birth to 15 years. It sells clothing, footwear, underwear and accessories through its own and franchised stores and online.
| Parent group | OVS |
|---|---|
| Country | Italy |
| Age range | 0 to 15 years |
| Model | Own stores, franchise, Upim corners |
| Website | blukids.com |
What is Blukids?
Blukids is the children's fashion brand of the Italian retail group OVS, which also owns the Upim and Croff banners. It covers newborns to teenagers with affordable everyday clothing.
Products and positioning
The assortment is organised into baby, kids and junior collections for ages 0 to 15.
- Bodysuits, sleepsuits and outfits for babies
- Coats, jackets, sweatshirts and jeans for children
- Pyjamas and underwear
- Shoes and accessories
Distribution
Blukids operates a network of around 330 stores in Italy and abroad, plus more than 300 corners inside Upim stores. The brand grows through franchising with no entry fee or royalties, five-year contracts and store design provided by the group. Minimum store size is 150 square metres, in town centres or shopping centres. An online store shares its platform with Upim.
Why it matters
Blukids shows how Italian value retailers use franchising and shop-in-shops to scale a childrenswear brand across many small towns.
Frequently asked questions
Who owns Blukids?
Blukids is owned by the Italian retail group OVS, which also owns Upim and Croff.
What does Blukids sell?
Blukids sells clothing, footwear, underwear and accessories for babies, children and teenagers aged 0 to 15.