Calling all dog (and cat) lovers. Millie Bobby Brown’s Florence by Mills brand introduces a complete collection of pet clothing and accessories through a long-term agreement with Kanine Group’s subsidiary, Kanine Pets World Limited. The deal was negotiated 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 want to extend everything 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 is not just an actor, he is an entrepreneur. 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 2019 brand first launched with beauty, based on Brown’s passion for clean beauty products and the experience she’s gained sitting in hundreds of makeup chairs during her career.
The Florence by Mills beauty collection is sold globally through its direct-to-consumer ecommerce site as well as through key retail partners such as Ulta, Douglas, Boots, and Shoppers Drug Mart.
Florence by Mills in 2022 entered the fashion industry 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 should also extend to my passion for pets, so that they too feel comfortable, 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 convenient than having matching clothes?”
Samuel Wong, CEO of Kanine Group, said he started the company during the Covid-19 pandemic when there was a wave of dog adoption. “In general, the fact is, that dog adoptions during the COVID period, have skyrocketed,” Wong said. “Adoption continues, and demographics, in particular, pertain to [Gen Z]as one of the largest groups of dog owners, has been consistent across all different regions, including the US, Europe and wider Asia.”
Kanine saw an opportunity and recognized
a white space in the existing global market, which is large, but fragmented. Total global sales of pet clothing in 2021 will reach $5.7 billion, according to SkyQuest Technology. That amount 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 saw was that there was a huge space in the market in terms of high, more fashionable and premium products.
“We are not saying that different brands do not sell premium pet products, but to do so on a consistent basis, on an international basis and covering the entire lifestyle offer, no one does it well,” Wong added. “We are not just talking about exotic products here. ”
Wong talks about a full range of jackets, rain coats, hoodies, T-shirts, and other apparel, with a complete offering that covers accessories like harnesses, leashes, collars and tags. “If you have a pet and want your home to be consistent on a high basis, having bags, bowls, mats, furniture, and even spread out to toys, is essential.”
A dog wearing Hugo Boss.
Courtesy of Kanine
Kanine is in talks with department stores, mass retailers, pet boutiques and big box pet specialty retailers, according to Wong.
Florence by Mills, for pets, will release two collections per year, starting in July, with apparel, including hoodies, rain coats, bath robes and bibs; pet accessories such as collars, leashes, tags and harnesses; and household pet and lifestyle products such as bowls, mats, bags, and toys, among other things. The products will be available worldwide on kanine.com, as well as in select department stores and pet stores.
“Our mission has always been to spread love, joy and happiness and redefine the pet ecosphere and with such a passionate partner, we are definitely creating a whole new space for Gen Z pet parents and their pets to thrive,” Wong said.
Kanine was launched last year on International Dog Day with accessories by Boss, the soft tailoring elevated sportswear brand. Wong said Boss is the first premium lifestyle brand to offer fully recyclable products for pets. Raincoats and bomber jackets are $199, a recycled leather leash is $215.
Since then, Kanine has also launched a range of Tommy Hilfiger products. “Boss is the first premium brand to offer a complete lifestyle offering,” Wong said of the collection. Hilfiger’s dog range bows in designer stores and online in the next week or so.
Kanine’s mission, in addition to having a more premium approach, is to “spread happiness and love for our pets, so we’re also including a line of fun products,” Wong said. “There’s a DC League of Super-Pets where all the superheroes are dogs. We brought that to Asia.”
The line covers clothing and apparel. There is also a Paw Patrol series, where all the heroes are dogs. Kanine is launching costumes along with accessories in markets such as Germany, Switzerland and Austria. A Paw Patrol Marshall collar and leash set is $20; the Marshall harness is $22, and the Skye dog bib is $10.
Kanine’s private label collection features preppy styles for dogs at low prices. The bow and bandana set is $20, the Kanine T-shirt is $20, and the rope tie is $30. Millie Bobby Brown’s Florence by Mills products range in price from $20 to $80.
“We have managed in a very short time to become a party in this field that has gained some recognition,” said Wong. “We are talking to a lot of parties now, whether it’s a brand or a celebrity. We have had discussions from an early stage with our partners from Florence by Mills and IMG, their global licensing partner.
“Because Millie loves her pets, she is very hands-on with the design and creation of the brand,” says Wong. “When it comes to working with partners and everyone is thinking on the same wavelength, that’s where the magic happens. That’s how an idea can develop very quickly and everyone is positive about it.
There are many dog parents on the Kanine staff, but Wong doesn’t have a dog. “Personally, I don’t have a dog but that’s because I’m busy,” Wong said. “My son wants a dog but I am setting him up for responsibility. I have my own turtle.
“We have a lot of work to do with the dogs but as we develop the business,” Wong said. “Cats will be the obvious next category. As the platform grows, we’ll open it up to more consumables, whether it’s food or care products or supplements, so it’s a complete lifestyle solution for the consumer who wants find better products for their pets.”
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