Owners of American clothing brand sign franchise agreement with Israeli businessman, say move likely to revive local market
The trend of international fashion chains distributing their goods in Israel is expanding to baby wear: After H&O signed a franchise agreement with Carter’s, the biggest baby clothing brand in the United States, Little Me, which creates “unique clothing that celebrates those years when newborns transform into toddlers,” sold the rights to distribute its clothes in Israel to businessman Adir Mugrabi.
In 2007, Little Me was purchased by Mamiye Brothers Inc, which licenses or owns the Disney, Nickelodeon and Guess Kids clothing lines, among others. Little Me clothes, intended for kids aged 0-4, will be sold in Israeli baby wear stores.
While Carter’s baby clothes are sold mainly in discount department stores such as Walmart and Target, Little Me’s items are sold at Bloomingdale’s, Macy’s and Toys “R” Us.
Nathan A. Mamiye, one of the owners of Mamiye Brothers, told Yedioth Ahronoth’s financial paper Mamon that Israel is set to be the first country outside the US where Little Me designs will be available.
He said the cooperation with D&B, which is headed by Mugrabi, will revive the children’s fashion market in Israel.
The baby wear market in Israel has a yearly turnover of about NIS 600 million ($168 million). Fox Baby and Shilav control up to 1/5 of the entire market.