Copenhagen Fashion Week SS27 provides the setting for the introduction of NAME IT Footwear – a new business area that marks one of the most significant category expansions in the BESTSELLER-owned brand’s recent history. With this launch, NAME IT expands its assortment to include quality shoes, boots and sandals for children and young teenagers.

"Footwear is an extension of NAME IT that we have been looking forward to presenting. We already meet millions of families through our existing business, so we see considerable potential in this category. Shoes are an important part of children’s wardrobes, and until now, it has not really been an area where we have had a presence," says Michael Vinther, Brand Director at NAME IT.

"We have been very aware that quality footwear requires different competencies than apparel. That is why we have built a team with strong experience from the footwear industry and partnered with suppliers capable of delivering the quality we want to stand behind. If we are going to make a move like this, we have to do it right. Our ambition is to offer footwear with a quality level that parents recognise from established brands, but at a more accessible price point. That gives us a strong foundation for the ambitions we have for this category."

Experienced industry profile appointed

To lead the new category, NAME IT has recruited several experienced specialists, including Inge Merrild Paarup, who brings three decades of experience from the footwear industry. She will be responsible for driving the category forward and ensuring that NAME IT Footwear develops in line with the brand’s broader universe and quality standards.

"That has been the guiding principle throughout the development process, which has been underway for more than a year. When parents buy shoes for their children, they do not want to compromise on quality, comfort or fit. Our focus has therefore been on creating footwear that combines functionality, durability and design, allowing children to wear the shoes comfortably in their everyday lives while giving parents confidence in their choice," says Inge Merrild Paarup, Head of NAME IT Footwear.

Launch backed by strong ambitions

The new business area builds on NAME IT’s strong position within childrenswear, where the brand has spent the past 40 years building trust among consumers and business partners across more than 55 countries.

NAME IT Footwear will initially launch with a particular focus on Northern European markets, where the brand already has its strongest presence, including Denmark, Germany and the Netherlands.

"The new category strengthens our offering to wholesale partners and is an important step in our ambition to provide a more complete universe for families with children. The first feedback from customers and partners has been very positive, and we therefore expect to establish a strong position within the category over the coming years," says Inge Merrild Paarup.

NAME IT Footwear is now being introduced to retailers and the wholesale market, with the first collection becoming available to consumers in spring 2027.