The Kiabi Group has announced the launch of a new brand, Wekrew, specifically aimed at the B2B market. The move aims to provide associations, businesses, and local authorities with personalised clothing and accessories.

Wekrew offers T-shirts, sweatshirts, polo shirts, beanie hats, and caps. Prices start at €3 per T-shirt for orders of 20 or more, €7.13 for a sweatshirt, €10.50 for a polo shirt, and the same for a zip-up hoodie. Sizes run up to 4XL, with prices decreasing as volumes rise.

The range spans both French and overseas production. A “Made in France” section provides direct access to the locally produced segment of the range. Pieces can be personalised with monochrome or four-colour prints, as well as embroidery, patches, or personalised labels.

“Wekrew is part of a strong trend: the growing need for businesses, associations, and local authorities to forge connections through clothing,” says the company. “School uniforms, clothing for association or sporting events, corporate team outfits: all situations in which clothing becomes a vehicle for cohesion, pride, and belonging.”

The company, which reportedly employs 10,000 people in 83 countries, is pursuing its diversification strategy with Wekrew to help it remain among France’s leading apparel players. This strategy notably includes developing second-hand offerings, home linen, and footwear for toddlers.

As FashionNetwork.com recently pointed out, Kiabi heads a cohort of fast-growing brands in the French apparel market. With turnover of €2.5 billion in 2024, Kiabi currently operates 647 points of sale.