Miki House, a Japanese children's clothing company, is making rapid efforts to elevate its brand in order to appeal to wealthy parents worldwide, as the market for kidswear at home continues to decline.

Miki House's "Gold Label" offerings at Hankyu Department Store's flagship branch in Osaka include a coat that costs approximately $2,800 and a sweater that costs $1,300.

The line was introduced in the fall of 2022 with an emphasis on wealthy clients, particularly those from overseas. The collection's items are two to three times more expensive than other Miki House products since they are constructed of extremely valuable materials, such as baby cashmere.

Even though the Gold Label line still only makes up around 2% of overall sales, it is clearly having a significant impact on raising Miki House's profile. Additionally, starting in 2022, the brand raised the price of its standard products by roughly 50% to 70%.

The man who established Miki House, Miki Shoko, Koichi Kimura, likened marketing campaigns to painting.

Eventually, Miki House wants to take on Western premium names. Its gross profit margin is predicted to rise by 2 percentage points to 63% for the year ending in February, bringing it one step closer to companies like Hermes International and Gucci parent Kering, whose margins hover around 70%.

Not every employee in the organization accepted the move toward premium goods right first. Kimura had previously pushed for the production of high-end products, but many staff members were reluctant to create items at higher price points because they believed that doing so would drive away clients.