From Shoe Brand to Fashion Brand: How bonprix developed the first Lurchi children’s wear

Lurchi has been known as a children’s shoe brand for decades. Now, for the first time, Lurchi is also offering children’s clothing. The collection was developed, designed, and produced by bonprix and is available exclusively in the bonprix online store. We spoke with Maren Thomann-Loga, the product manager in charge, about the idea behind the project, the development of the collection, and the next steps.

Maren, many people know Lurchi as a shoe brand. How did the idea come about to expand the brand into the clothing sector?

Maren Thomann-Loga: Lurchi is a brand with high name recognition and a strong reputation for trust among families. At the same time, the brand’s values – such as quality, practicality for everyday use, and durability – also align with many of the things parents prioritize in children’s clothing. That’s why we saw the potential to extend this brand identity to fashion and develop a standalone clothing collection.

Who is your target audience?

Maren: The collection is aimed at children in preschool and elementary school. Our goal was to develop fashion that children enjoy wearing and that also impresses parents with its quality and functionality.

How did you translate the Lurchi brand into the collection?

Maren Thomann-Loga: It was important to us not to simply apply the brand to existing products, but to further develop its DNA through design. That’s why the collection features numerous details that reference the Lurchi brand world. These include special prints, logos, and design elements that, for example, draw on the salamander’s characteristic structure and appearance.

How does the collection differ from bonprix’s existing children’s line?

Maren Thomann-Loga: Lurchi opens up additional creative possibilities for us. We can work more extensively with branding, brand-specific details, and eye-catching prints. This complements our existing assortment very well.

What’s next after the launch?

Maren Thomann-Loga: Following the launch of the first collection in September, another collection featuring additional fall and winter styles will follow in October. We’ll continue to expand the product range next spring. New collections are planned for February and April. We’ll also be adding new product categories such as sleepwear and swimwear.

What role does the well-known shoe brand play in the new clothing line?

Maren Thomann-Loga: Lurchi enjoys an excellent reputation in the footwear sector and stands for durable, high-quality products. We want to carry that trust over into the apparel sector as well. The collection is designed to convey the same values while creating a distinct fashion world for children. In addition, for each collection, we make sure to offer matching shoes from the Lurchi lineup in our store as well.

What are you personally most proud of?

Maren Thomann-Loga: Above all, I’m proud that we’ve built something new together. Many teams worked closely together to transform a well-known shoe brand into a clothing brand for the first time. Seeing how an idea has grown into a complete collection – now available exclusively at bonprix – makes me and the entire team very proud.