Stranger Things star Millie Bobby Brown has signed a licensing deal with Kanine Group, through her company florence by mills.
The agreement, negotiated by Bobby Brown’s licensing agency IMG, is for a long-term pet apparel and accessories agreement with Kanine Group subsidiary Kanine Pets World Limited.
The exclusive license covers the design, production and distribution of a wide range of pet products including apparel, accessories, home and toys. The company says that makes florence by mills the first Gen Z fashion brand to offer a full-fledged pet collection.
As part of the agreement, Kanine and florence by mills will also be donating to causes related to animal welfare.
florence by mills first launched with beauty in 2019 owing to Millie’s passion for clean beauty products and the experience gained from sitting in hundreds of makeup chairs during her career. In 2022, florence by mills entered the fashion industry with a long-term apparel collaboration with About You, one of the largest fashion and lifestyle platforms in Europe.
“I wanted to extend all that florence by mills stands for to a very important part of my life, my beloved pets,” said Bobby Brown. “My brand is about encouraging young women to positively embrace their individuality and what makes them unique. I strongly believe that this dedication to life and love should also extend to my passion for pets, so that they too can feel cozy, special and appreciated.
“For pet parents, having access to a full range of products to complement their lifestyle is important and what could be more fun and fitting than having matching outfits?”
Kanine Group designs, sources, and globally distributes pet apparel and accessories under various owned and licensed brands, including its namesake Kanine brand, and operates www.kanine.com, an exclusive platform for premium and exciting products including apparel, accessories and home products for pets.
“We are delighted to partner with Millie and florence by mills to extend all the wonderful values to pets,” said Kanine Group CEO, Samuel Wong. “Our mission has always been to spread love, joy and happiness and to redefine the pets ecosphere.
“With such a passionate partner, we are for sure creating a completely new space for Gen Z pet parents and their pets to thrive.”
florence by mills, for pets, will launch two collections per year, starting in summer of 2023. It will include apparel (hoodies, rain coats, bath robes, bibs etc), pet accessories (collars, leashes, tags and harnesses), pet home and lifestyle products (bowls, mats, bags etc) and toys.
The products will be available worldwide on kanine.com, as well as in selected department stores and pet stores.