Amsterdam basedBenelux fashion importer Amsterdam Fashion Group has entered into luxury fashion line with the acquisition of premium Italian outerwear brand KIRED. The deal, which was implemented from January 1, 2024, is vital for the company advancing its presence in the luxury segment.

On its experience, KIRED, born in 1986 in Parma, Italy, now boasts a tight clam and perfect quality outerwear and timeless collection. Since 2008, this brand has become a part of a Neapolitan luxury fashion house, Kiton, which has only strengthened its position on top of luxury fashion. With this addition, Amsterdam Fashion Group will be in a position to capture a new market segment that it has not been serving before.

The CEO and founder of Amsterdam Fashion Group said eagerly, ‘KIRED is welcome to our portfolio.’ KIRED is a very good brand that is well-established in Benelux. We are confident that KIRED will contribute its part in realizing our growth strategy.” Verkruissen also stated that the extra of taking KIRED was that it would bring in customers who never did business with Amsterdam Fashion Group.

KIRED’s acquisition is, therefore, in line with AFM’s broader growth plans, which are to undertake a major refit of its showroom space this year. It will lead to a doubling of the area of current showrooms and give the company’s customers an improved and even more extensive stunning range of exclusive brands. Today, the KIRED product collection can be seen at the Amsterdam South showroom, where the company is presenting the Amsterdams Fashion Group brands.

Amsterdam Fashion Group, originally founded in 1998, has developed into an import and distribution company specializing in luxury men’s and women’s wear with a special relation to Italian brands. It has a successful record in brand building, and the management’s aim is to be a one-stop solution provider for its clients. Other brands that make up the Amsterdam Fashion Group include XACUS, FILIPPO DE LAURENTIIS, CIRCOLO, CRUNA, DUNO, BRIGLIA, TRAMAROSSA, FERILLI.

With KIRED, Amsterdam Fashion Group should be better placed to expand the company’s product portfolio in the luxury segment to produce outerwear. Two of the widely recognized attributes of KIRED are the quality and workmanship of the products, with clarity of design being of prime importance to the firm. A key element which has come out clearly is that the brand produces elegant and timeless designs, yet these are not produced with a nostalgic contextual theme, rather they are modern to suit the expectations of today’s market-savvy consumers. To add, KIRED’s use of fine cashmere, vicuña, and loden complements Amsterdam Fashion Group, whose products are viewed mostly as luxurious and of high quality.

This strategic move by the Amsterdam Fashion Group has been made at the time when there are many shifts observed in the luxury fashion market especially concerning the consumers’ taste and looks at fashion shopping. The acquisition of KIRED as a part of the company’s portfolio is a clear indication of the company’s direction in responding to new trends that have emerged within the Benelux luxury market.

This new partnership has raised significant interest among the industry watchers as AFG continues to consolidate its positions on the Dutch and global luxury fashion market; the further detailed evolution of this cooperation and its effects on the company’s performance in the years to come will therefore also remain of interest to industry observers.