Bare Traps is stepping into the kids’ market.
The women’s brand, owned by St. Louis-based Footwear Unlimited, has tapped LJP International to oversee the design, production and sales of a new girls’ collection, set for a soft launch this fall.
“Moms have come to love and trust the Bare Traps brand [for themselves]. It seemed only natural to offer a kids’ line with the same comfort and value to more of her family,” said Pat Mooney, president of Footwear Unlimited. “LJP’s expertise in licensing and developing children’s brands makes them the perfect partner.”
According to Larry Paparo, CEO and president of LJP, the kids’ collection will closely follow the women’s line, with an emphasis on takedowns of key styles. Product will range from athletic-inspired shoes to comfort-driven casuals such as boots, ballet flats, wedges and sandals.
“Our goal is to deliver the comfort, fun styling and affordability that consumers have come to expect from Bare Traps. The brand has a very relaxed, casual aesthetic that we think will translate well in the girls’ category,” said Paparo, whose company also holds the footwear licenses to Nine West Kids, Mootsies Tootsies, Robert Graham and Bruno Magli.
Although retail prices for the Bare Traps Kids collection are still being finalized, Paparo said the company is targeting a $30-to-$70 retail price range. A small selection of product will debut at next month’s FFANY show in New York, followed by a larger unveiling in August.