NAME IT is launching a new product category dedicated to footwear, adding shoes, boots and sandals for children and young teenagers to its range. The Danish brand, owned by fashion group BESTSELLER, presented its NAME IT Footwear line at Copenhague Fashion Week 2026.
According to FashionUnited France, the brand has spent 40 years building its position in children's fashion, with a presence in more than 55 countries. NAME IT Footwear sizes will range from the first children's size up to size 39, with two main collections per year, complemented by smaller-scale launches.
« La chaussure est une extension de NAME IT que nous étions impatients de présenter. Nous touchons déjà des millions de familles grâce à nos activités existantes, nous voyons donc un potentiel considérable dans cette catégorie », says Michael Vinther, the brand's director. He adds that footwear had until now been an area where NAME IT was not yet present, despite its importance in children's wardrobes.
Michael Vinther explains that quality footwear requires different skills from those of clothing. This is why NAME IT has built a dedicated team and partnered with suppliers able to guarantee the required quality. The development process has been underway for more than a year.
« Notre ambition est d'offrir des chaussures d'un niveau de qualité que les parents reconnaissent chez les marques établies, mais à un prix plus accessible », says Michael Vinther.
A manager who comes from the footwear industry
Inge Merrild Paarup, with three decades of experience in the footwear industry, is taking up the role of head of NAME IT Footwear. She will be responsible for developing the category in line with the brand's quality standards.
« Lorsque les parents achètent des chaussures pour leurs enfants, ils ne veulent faire aucun compromis sur la qualité, le confort ou le chaussant. Nous nous sommes donc concentrés sur la création de chaussures qui allient fonctionnalité, durabilité et design », she explains.
A rollout initially targeted at Northern Europe
As a first step, NAME IT Footwear would focus on Northern European markets, notably Danemark, Germany and Pays-Bas, where the brand is already well established, according to available information. The line is currently being presented to retailers and wholesale partners across Europe.
For retailers, this launch would mark the arrival of a new competitor in the children's footwear market, backed by the strength of BESTSELLER and NAME IT's already solid positioning in children's fashion. This expansion would represent one of the brand's biggest category launches in recent years.
« Cette nouvelle catégorie renforce notre offre auprès de nos partenaires grossistes et constitue une étape importante dans notre ambition d'offrir un univers plus complet aux familles avec enfants. Les premiers retours des clients et des partenaires ont été très positifs », concludes Inge Merrild Paarup.
The first NAME IT Footwear collection will be available to consumers in spring 2027.
