Kiabi accelerates second-hand drive and launches home and toddler lines

Kiabi, France’s favorite ready-to-wear brand, unveiled its diversification strategy on Monday to defend its market leadership in a struggling apparel sector. The plan includes second-hand clothing and toys, a household linen collection, and a new toddler footwear brand.

The brand previously tested beauty products and continues to expand its second-hand program under “Beebs by Kiabi,” which integrates in-store resale for both Kiabi and other clothing brands.

By the end of September, 50% of the French store network — excluding affiliates — offered a clothing take-back service and in-store resale, according to the group.

“We aim to accelerate. We are rolling out the take-back service to 15 stores a month through the start of the year to reach 100% as quickly as possible — across all 352 stores in France,” said Ouarda Ech-Chykry, managing director of Kiabi France, during a Monday press conference. “It is our responsibility as a retailer of new products,” she added.

Kiabi currently partners with the service provider Deuzio to handle the resale of second-hand toys and games, which remain in the testing phase.

In 2024, Kiabi launched Kiabi Home, now available in stores across France, Belgium and Italy. “The range will expand significantly next year in terms of floor space,” said Ech-Chykry.

This summer, the company also introduced Kitchoun, a toddler footwear brand. “It is the logical complement to the outfit; we have strong ambitions,” said Estelle Urbain, head of innovation.

This diversification supports the group’s long-term “Vision 2035” strategy to transform its business model.

The Mulliez Group — which also owns Auchan, Leroy Merlin, Decathlon, Flunch and Boulanger — reported that Kiabi generated €2.3 billion in revenue in 2024, up 5% year on year.

“With 44 million transactions during the year and an average of 3.4 items per basket in France, Kiabi confirms its status as France’s favorite brand,” according to a recent report by consumer data company Numerator, which recently merged with Kantar’s panel.