French clothing brand Kiabi has announced the launch of Wekrew, a new division dedicated exclusively to the B2B market. The objective is to offer customizable clothing and accessories to companies, associations and groups.
Thus, with an offer that includes t-shirts, sweatshirts, polos, caps and hats, Wekrew was born in response to the demand for clothing that acts as a symbol of belonging and collective pride.
Prices start at 3 euros per t-shirt for minimum orders of 20 units.
Wekrew’s approach combines Kiabi’s expertise in basics with an infrastructure designed specifically for the professional channel. The catalog is made up of unisex pieces designed for use throughout the year, with inclusive sizes up to 4XL. Prices start at 3 euros per t-shirt for minimum orders of 20 units, and decrease depending on volume, facilitating access to small and medium-sized organizations.
One of the pillars of the proposal is personalization. Wekrew offers different techniques to adapt each garment to the client’s identity: from printing in one or several colors to embroidery, patches, labels and 3D marking. Furthermore, the brand is structured around a double supply model: local manufacturing (Made in France), to respond to the growing sensitivity for responsible consumption and relocation, and international manufacturing (Made Elsewhere), which allows maintaining competitive prices and breadth of choice.
This move to B2B is a diversification exercise for Kiabi which, after reaching a turnover of 2.5 billion euros in 2024 and consolidating its network of 647 stores, is now seeking to open new avenues for growth without giving up its affordable fashion DNA. The deployment of the brand includes its own e-commerce equipped with tools adapted to the professional environment for order management, logistical monitoring and personalized advice.
“Wekrew responds to an underlying trend: the desire of many organizations to strengthen ties through clothing. Clothing is no longer just a uniform to become a symbol of cohesion”notes the company.
Kiabi’s strategy, which also advances in areas such as second-hand, home textiles and children’s footwear, finds in Wekrew one more piece of its transformation towards a broader model.
More info: Wekrew
