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Spotlight | France
Vuitton vs Bonpoint, the babywear wars

Reading time 3 min
Louis Vuitton's new 'Naissance' range will compete with Bonpoint, a long-established leader in luxury clothing for children.
Louis Vuitton's new 'Naissance' range will compete with Bonpoint, a long-established leader in luxury clothing for children. © Studio Pachamama

Louis Vuitton quietly launched its first line of luxury baby clothing, "Naissance", in early March, putting it in direct competition with market leader Bonpoint. Worse for the Descours family-owned brand, Vuitton is rocking the high-end babywear cradle with a former Bonpoint stalwart.

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