Huggies expands apparel range for 0–5 year-olds across Europe

The US brand Huggies, founded in 1978 to support parents and children in their early years, is one of the global leaders in the early childhood sector and, above all, is synonymous with comfortable nappies, a category in which it ranks No. 2 worldwide behind Pampers. In 2024, the brand broadened its remit with the launch of Huggies Apparel, which is now being expanded across Europe.

This clothing and accessories line is licensed worldwide for production and distribution to New York-based Haddad Brands. In Italy, the line is distributed exclusively by 3A Brands, a leading local player in the distribution of clothing, footwear and accessories, particularly in the kidswear, underwear, accessories, and swimwear categories.

The Huggies Apparel line combines comfort- thanks to soft, breathable, and dermatologically tested fabrics for sensitive skin- with a practical design characterised by ergonomic garments, intuitive fastenings and functional details to ensure an optimal fit. It uses 100% organic cotton certified to GOTS or Oeko-Tex standards, crafted into ranges in soft colours with gentle graphics featuring little bows, hearts and fish, along with the cars from the animated film Cars, creating a modern aesthetic of vivid colours and playful prints for the newborn, infant, and toddler age groups, i.e. from 0 to 5 years.

“In Europe, we are focused on 0-24 months for apparel. We also offer socks and accessories, such as stroller bags, blankets, and changing mats,” Huggies told FashionNetwork.com. “Progressively, other products will be added to the offer in Italy and across Europe (where Huggies Apparel debuted with Spring-Summer 2025), including Bath Time and Swim Time items. Thanks to 3A, our first customer in Italy was the Bimbo Store chain; in Europe, Amazon, Zalando, and Galeries Lafayette have since been added.”

A year after launch, the range of styles has expanded by 70% compared to its debut, with Huggies releasing two apparel and accessories collections a year (Spring-Summer and Autumn-Winter), alongside numerous permanent collections. On Amazon, the brand distributes an exclusive line of pyjamas up to age 5. The goal is to consolidate the baby segment and, in time, to cover a broader age range as well.

Huggies is part of Kimberly-Clark, the US multinational headquartered in Dallas, Texas, and a leader in the production and marketing of personal hygiene and cleaning products. With revenue of $4.2 billion in the first quarter of 2026, the company operates in more than 175 countries. Kimberly-Clark owns brands for baby hygiene such as Pull-Ups, GoodNites, and Huggies; for personal care and feminine hygiene such as Kotex and Depend; in toilet paper and tissues such as Kleenex, Scottex, Cottonelle, and Andrex; and also operates a professional division, Kimberly-Clark Professional, which provides hygiene solutions for workplaces, healthcare, and hospitality facilities.