Launching in February 2022, Portofino Kids is a carefully curated edit of the best childrenswear brands from around the world. The online store will be followed by retail stores later on in the year.

It takes its name from the Italian holiday resort visited by the founder’s family each year; but Portofino is more than just a name. Your version of Portofino may be somewhere else entirely, it is the lifelong memories created from a family holiday, of being together, that is at the heart of the brand. Its aim is to help families around the world ‘find their own Portofino, their own happy’ via one of the most extensive childrenswear ranges on the market.

Portofino Kids is the brainchild of Brand Machine Group, the UK-based, global licensing, organisation, which now owns some of the biggest and most well-known fashion brands in the world. It has adopted a seamless and collaborative approach to designing and delivering quality pieces, championing the unique strengths of each of its brands and allowing them to shine internationally. It’s expertise lie within product development, design, distribution, and production, and it is committed to shaping brands for global multi-channel markets, infusing product with passion and authenticity.

It will stock over 1000 products of expertly selected, day-to-day and weekend looks from the likes of Ben Sherman, Elle Junior, Jack Wills, Juicy Couture, Franklin & Marshall, Lyle & Scott, Original Penguin, Russell Athletic and U.S. Polo Assn. The ultimate showcase for boys and girls aged between new-born and 16 years old.

Boo Jalil, CEO of BMG says “the brand draws inspiration from Portofino, Italy, a special place for our family, it epitomises all that’s good. Portofino is where we enjoy the good things in life… the beautiful things, the food, the sunshine, great clothes, happy occasions, and most of all each other’s company. Every family has their own version of Portofino, and the brand is all about helping them discover that special place, and make memories to last forever.”

Group Brand Director Tom Duncan says, “We’re very proud to launch Portofino Kids as an international site for the best young adult and kids-wear pieces the world has to offer. Retail is a key business driver for the group in the coming 3 years and the launch of the digital site proceeds a domestic and international roll out of the omnichannel concept in 2022. We wanted a site that not only showcases our partnerships but also a retail environment that champions the quality and diversity of product within the groups branded kidswear offer. 2022 is an exciting year for the group as we accelerate the direct to consumer business.”

www.portofinokids.com @portofinokidswear #weareportofino

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For brand enquiries email Gina DiGregorio, Head of Marketing [email protected]

About The Brand Machine Group:

The Brand Machine Group is an international fashion brand owner and licensing specialist, housing a diverse and industry-leading portfolio of fashion, sports, and outdoor brands across adults and childrenswear clothing and accessories. With more than 35 years expertise, BMG specialises in global licensing and partners with recognised market leaders to manage a seamless and collaborative process of designing, manufacturing, and delivering quality product whilst championing the DNA of its brands. Portfolio of brands: Penfield (Owned) Duchamp (owned) and Ben Sherman, Elle Junior, Franklin & Marshall, Jack Wills, Juicy Couture, Lyle & Scott, Lee, Original Penguin, Russell Athletic, U.S. Polo Assn. (Licensed)