The company says the launch is responding to requests from both consumers and retail partners.
The children’s shoes will be exact replicas of its adult range and prices start from £35.
The company is keen to maintain its premium positioning so the shoes will be stocked in Harrods and Selfridges. Onitsuka Tiger will initially introduce a pre-school range, then an infants range next summer. At the same time, it aims to expand its retail distribution.
Onitsuka Tiger sales and marketing manger Paul Durr says/ “In the brand’s native Japan, we have a well established heritage for making children’s shoes. More parents are looking for something different for their young ones and, as always with our products, the quality of the workmanship goes hand in hand with the great looks.”
Marketing for the children’s range will have a PR focus initially, with the aim of extending it to further parent-relevant channels. The core brand message is based on communicating the authentic Japanese heritage and the “modern metropolitan face of Japan”.