Follow us


BMG launches Portofino Kids DTC childrenswear website

Tom Bottomley
04 February 2022

Brand Machine Group (BMG) is launching a brand new dedicated multi-brand direct-to-consumer (DTC) childrenswear website called Portofino Kids on Monday, 7 February, 2022, with retail stores to follow later this year.

The new concept will stock over 1,000 products of carefully curated day to day and weekend looks for 0-16 year-old boys and girls, from the brands which BMG holds the kidswear licenses for, such as Ben Sherman, Elle Junior, Jack Wills, Juicy Couture, Franklin & Marshall, Lyle & Scott, Original Penguin, Russell Athletic and U.S. Polo Assn.

BMG Group Brand Director, Tom Duncan, said: “Retail is a key business driver for the group in the coming three 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 group's global branded kidswear offer."

Ben Sherman

Boo Jalil, CEO of BMG, added: “The brand draws inspiration from Portofino, Italy, a special place for our family, which epitomises all that’s good. Portofino is where we enjoy the good things in life, the beautiful things, the food, the sunshine, great clothes, great occasion, and most of all each other’s company. 2022 is an exciting year for the group as we accelerate the direct-to-consumer business.”

BMG is an international fashion brand owner and childrenswear licensing specialist, having acquired the Penfield and Duchamp brands in more recent times.

Free NewsletterVISIT