Kanine to Launch a Premium Line for Dogs of Millie Bobby Brown's Florence By Mills Brand

Calling all dog (and cat) lovers. Millie Bobby Brown’s Florence by Mills brand presents a complete collection of pet clothing and accessories through a long-term agreement with Kanine Group subsidiary Kanine Pets World Limited. The deal was brokered by Brown’s global licensing partner, IMG.

The license, the value of which was not disclosed, covers the design, production and distribution of a wide range of pet products including clothing, accessories, household items such as beds and bags, and toys.

“I wanted to extend everything that Florence by Mills stands for to a very important part of my life, my beloved pets,” said the “Stranger Things” actress. “My brand is about encouraging young women to positively embrace their individuality and what makes them unique.”

Brown isn’t just an actress, she’s a businesswoman. In 2019, she created Florence by Mills, named after her great-grandmother, a woman who embraced life and did things that made her happy.

The brand in 2019 first launched with beauty, building on Brown’s passion for clean beauty products and the experience she’s gained from sitting in hundreds of makeup chairs during her career.

The Florence by Mills beauty collection is sold worldwide through its direct-to-consumer e-commerce site, as well as through key retail partners such as Ulta, Douglas, Boots and Shoppers Drug Mart.

Florence by Mills entered the fashion industry in 2022 with a long-term clothing collaboration with About You, one of Europe’s largest fashion and lifestyle platforms.

“I strongly believe that this dedication to life and love must also extend to my passion for pets, so that they, too, can feel welcome, special and appreciated,” said Millie Bobby Brown. “For pet parents, having access to a full range of products to complement their lifestyle is important, and what could be more fun and appropriate than having outfits to match?”

Samuel Wong, chief executive of Kanine Group, said he started the company during the Covid-19 pandemic when there was a wave of dog adoptions. “Basically, the fact is that dog adoptions during COVID skyrocketed,” Wong said. “Adoption has continued, and demographics, particularly in regards to [Gen Z]being one of the largest group of dog owners, it has been consistent across all regions including the US, Europe and Asia.”

Kanine saw an opportunity and identified

a blank space in the existing global market, which is large but fragmented. Total worldwide sales of pet clothing in 2021 reached $5.7 billion, according to SkyQuest Technology. That value is expected to grow to $7.3 billion by 2028, at a compound annual growth rate of 5.44%.

“Dog products have been around for a long time,” Wong said. “What we found is that there was a huge space in the market in terms of premium, more modern, elevated products.

“We’re not saying that different brands don’t sell premium pet products, but to do it consistently, internationally and across the entire lifestyle offering, there’s no one that does it right,” Wong added. “We’re not just talking about a strange product here and there. ”

Wong talks about a full range of jackets, raincoats, hoodies, T-shirts and other apparel, with a full offering encompassing accessories like harnesses, leashes, collars and tags. “If you have a pet and want your home to be consistent on a raised base, it’s important to have bags, bowls, mats, home furnishings, and even extending to toys.”

Kanine is in talks with department stores, mass retailers, pet boutiques and large specialty pet retailers, according to Wong.

Florence by Mills for pets will launch two collections a year, beginning in July, with apparel including hoodies, raincoats, bathrobes and bibs; pet accessories such as collars, leashes, tags and harnesses; and household and lifestyle products for pets, including bowls, mats, bags and toys, among other things. The products will be available worldwide at kanine.com, as well as at select department stores and pet stores.

“Our mission has always been to spread love, joy and happiness and redefine the ecosphere of pets and with such a passionate partner, we are surely creating a whole new space for Gen Z pet owners and their pets. prosper,” Wong said.

Kanine launched last year on International Dog Day with accessories from Boss, the elevated sportswear brand of soft tailoring. Wong said Boss was the first premium brand to offer a complete lifestyle offering of fully recyclable products for pets. Raincoats and bomber jackets are $199, a recycled leather strap is $215.

Since then, Kanine has also launched a range of Tommy Hilfiger products. “Boss was the first premium brand to offer a complete lifestyle offering,” Wong said of the collection. Hilfiger’s dog range will be unveiled in the designer’s stores and online in the next week or so.

Kanine’s mission, in addition to taking a more premium approach, is to “spread happiness and love for our pets, which is why we also integrated a line of fun products,” Wong said. “There’s the DC League of Super-Pets where all the superheroes are dogs. We have taken it to Asia.”

The line encompasses clothing and costumes. There is also a range of Paw Patrol, where all the heroes are dogs. Kanine is launching costumes along with accessories in markets like Germany, Switzerland, and Austria. A Paw Patrol Marshall collar and leash set is $20; a Marshall harness is $22 and a Skye dog bib is $10.

The Kanine private label collection features preppy styles for dogs at moderate prices. A tie and bandana set is $20, a Kanine T-shirt is $20, and a rope leash is $30. Millie Bobby Brown products will range in price from $20 to $80.

“We have managed in a very short time to become a party in this field that has some recognition,” Wong said. “We’re talking to a lot of parties right now, whether it’s brands or celebrities. We had early discussions with our partners at Florence by Mills and IMG, their global licensing partner.

“Because Millie is so passionate about her pets, she was very hands on in designing and building the brand,” Wong said. “When it comes to working with partners and everyone is thinking on the same wavelength, that’s when the magic happens. That’s how an idea can develop very quickly and everyone is positive about it.”

There are many dog ​​owners among Kanine’s staff, but Wong doesn’t have a dog. “Personally, I don’t have a dog, but that’s because I’m so busy,” Wong said. “My daughter wants a dog, but I am preparing her for responsibility. I myself have a turtle.

“We have a lot of work to do with the dogs, but as we develop the business,” Wong said. “Cats would be the next obvious category. As the platform develops further, we will open it up to more consumables, be it food, grooming or supplements, making it a complete lifestyle solution for the consumer who wants to find better products for their pets.”

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