Millie Bobby Brown's fashion brand, florence by mills, partners with Kanine Pets World for long-term pet apparel, accessories agreement; deal makes florence by mills first Gen Z fashion brand to offer a full pet collection, including home items and toys

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May 5, 2023 (press release) –


Press release: Kanine Pets World

Millie Bobby Brown’s florence by mills announced a long-term pet apparel and accessories agreement with Kanine Group subsidiary, Kanine Pets World Limited, in a deal negotiated by Millie’s global licensing partner IMG.

The exclusive license covers the design, production and distribution of a wide range of pet products including apparel, accessories, home and toys, making florence by mills the first Gen Z fashion brand to offer a full-fledged pet collection.

The pet range brings together all attributes of the brand such as offering cozy, extraordinary styles along with a conscious approach. The collection will be driven by Millie’s love for animals, inspiring fun and positivity, while extending personal expression and self-confidence for her and her beloved pets. As part of the agreement, Kanine and florence by mills will also be donating to causes related to animal welfare.

“I wanted to extend all that florence by mills stands for to a very important part of my life, my beloved pets. 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?” said Millie Bobby Brown, founder of florence by mills

“We are delighted to partner with Millie and florence by mills to extend all the wonderful values to pets. Our mission has always been to spread love, joy and happiness and to redefine the pets ecosphere and with such a passionate partner, we are for sure creating a completely new space for Gen Z pet parents and their pets to thrive,” stated Samuel Wong, CEO, Kanine Group.

florence by mills, for pets, will launch two collections per year, starting in Summer 2023 covering 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, as well as in selected department stores and pet stores.



(Photo courtesy Business Wire)

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