Kiabi Integrates Brand Operations, Rolls Out Unified Branding Initiative

Kiabi takes another step in its transformation and presents a new transversal identity for its brands. The French group has unveiled a common logo, a stylized K, which will act as an umbrella image under which the visual identities of all its entities will be integrated.

The new symbol appears in the upper right-hand corner of the logo of Kiabi Home, the home store, but also on the logo of Beebs, the second-hand business, and Kitchoun, the footwear brand for babies from zero to nine months. The Wekrew brand, recently launched for the B2B business of coordinated and customizable textiles for companies, also adopts this graphic signature.

According to the group, the goal is to go beyond the status of a simple fashion ensign and facilitate the identification of the brands that now articulate its offer. “This new adventure represents our move from fashion retailer to an ecosystem of brands and services, articulated around a strong promise: to always do more for families,“ Kiabi said on its social networks. The new logo aims to reflect “quality, style and accessibility,“ elements that the company defines as its DNA.

Kiabi is committed to a growing ecosystem of brands

In recent times, Kiabi has become the head of a growing battalion of brands in the French fashion market. The main brand has been joined by proposals focused on home, second-hand, children’s and corporate customers, now united under a single symbol.

The group closed 2024 with a turnover of €2.5 billion, a network of 647 points of sale and 10,000 employees in 83 countries. These figures illustrate the size of the ecosystem on which Kiabi is deploying its new common identity.

The company has also taken advantage of the Circular Fashion Week, held on December 4th and 5th in Lille, to announce its entry into the Dutch Denim Deal coalition. This initiative aims to develop the recycling of jeans to transform them into new garments.