Foundation

Nanàn was established in 1992 when Creazioni Franca Srl was founded in Emilia-Romagna by entrepreneur Franca Mentana and her daughter. The enterprise initially operated as a small family business focused on creating products and environments specifically adapted to children’s needs.1 Over time, the brand developed beyond individual products towards a broader concept of childhood, combining furniture, textiles, clothing and accessories into a coordinated aesthetic.

Expansion during the 2000s

A significant period of growth commenced around 2006, during which Nanàn expanded its retail presence and repositioned itself as an international children’s brand rather than a local manufacturer.1 In 2008, the company opened its first flagship store in Milan, followed by locations in Rome. The brand subsequently expanded its boutique footprint internationally, with stores reported in cities including Tirana, Vienna, Tokyo and Kuwait.2 These retail spaces were conceived as immersive environments representing the broader “Nanàn world” rather than simple points of sale.

Annabel Holding and Nicola Bulgari

In 2020, a majority stake in the company was acquired by Annabel Holding, an entity associated with Italian luxury business figure Nicola Bulgari. This transition marked a new stage in corporate development and brought a stronger emphasis on sustainability as a core design principle.1

Acquisition by J. Jardin Holding

In January 2025, Nanàn was acquired by J. Jardin Holding, a group that also owns brands such as Hibourama, MVP Wardrobe and Hebe Studio. According to the company, this transaction initiated a phase focused on consolidation and further international growth.1

Nanàn’s identity is built around the intersection of childhood, Italian design and emotional comfort. The company describes its philosophy as a meeting point between parents’ practical needs and children’s dreams, resulting in products that are functional yet aesthetically refined and emotionally expressive.1

Italian aesthetic

The brand emphasises Italian style throughout its product development, highlighting discreet elegance, attention to detail and carefully selected fabrics. Designs are intended to remain relevant beyond short-lived trends, positioning children’s products as part of the overall aesthetic of the home and family rather than mass-market commodities.1

The Tato teddy bear

The Tato teddy bear is Nanàn’s most recognisable visual symbol, representing affection, protection, tenderness, companionship and comfort. It appears across furniture, toys, accessories and decorative products, functioning as a central element of the brand’s language rather than a mere mascot. Nanàn describes Tato as a companion accompanying children during their earliest years.1

Comprehensive childhood offering

Rather than focusing exclusively on clothing, Nanàn operates across multiple categories to provide a “360-degree” childhood experience. Its portfolio includes nursery furniture, cots, bedding, clothing, strollers, decorative objects, cosmetics, toys and personalised items. The website organises these offerings into areas such as children’s rooms, fashion, Bijou and Beauty & Cosmetics.1

Although Nanàn is a broad lifestyle brand, children’s clothing remains a vital component of its identity. Collections cater to babies, boys and girls from newborn sizes up to approximately 12 years old, with industry coverage noting an emphasis on sophisticated materials, comfort and elegant styling.2

The fashion aesthetic typically combines soft, muted colours, pastel palettes, natural tones and textures such as chenille, knitwear and organic cotton. Offerings range from refined occasion wear to practical everyday pieces and coordinated “total looks”.

• Spring/Summer 2024: Structured around three conceptual lines—Desert, Cruise and Garden—this collection combined natural and pastel colours, white and royal blue, and floral-inspired designs alongside ceremonial clothing.2
• Fall/Winter 2024–25: Emphasised warm, tactile materials and teddy fabrics, blending formal, essential and outdoor looks.2

Furniture is one of Nanàn’s most distinctive categories, designed to transform a child’s room into a coordinated environment. The assortment includes evolutionary cots, cribs, mobiles, baby baths and nursery furniture.1 Products such as the Tato evolutionary cot reflect the company’s approach of combining functional nursery design with its signature teddy-bear identity.

This category allows the brand to engage with consumers before and immediately after a child’s birth, distinguishing it from brands that enter the customer journey only at the clothing stage.

Nanàn places considerable emphasis on materials, craftsmanship and detail. Collections are designed internally by specialised teams, with production entrusted to external manufacturing partners that maintain long-term relationships with the brand.1

The design philosophy can be summarised as a combination of softness, functionality, Italian elegance and emotional storytelling. Rather than pursuing aggressive fashion trends, the brand favours a timeless aesthetic visible in its use of:

• Soft textiles and knitwear
• Chenille and teddy fabrics
• Cotton and organic cotton jersey
• Pastel and neutral shades
• Understated decorative details

Industry coverage of the FW23 collection highlighted the use of chenille, organic cotton jersey and yarn in shades of pastel pink, light blue, beige and white.2

Sustainability has become increasingly central to Nanàn’s corporate positioning following the 2020 ownership transition. The company’s approach encompasses material selection, product longevity and the potential for garments and materials to have a “second life”.1

The FW23/24 collection, for example, was promoted under the concept “Seasonless”, challenging conventional seasonal cycles and emphasising versatile products intended for longer-term use.2 While sustainability is a key philosophical pillar, Nanàn remains a broader children’s lifestyle company rather than exclusively a sustainable fashion brand.

Nanàn utilises a mix of single-brand boutiques, flagship stores, international wholesale distribution and online retail. The company maintains an extensive distribution network throughout Italy and has a presence in 15 additional countries, including Japan, Russia, the United Arab Emirates, Kuwait, Qatar and Albania.1

Physical retail environments are considered integral to the brand experience, with boutiques designed as welcoming spaces where parents can purchase newborn essentials while immersing themselves in the brand’s aesthetic atmosphere.1

Nanàn’s brand architecture spans five primary areas:1

Baby & nursery

• Cribs and cots
• Changing units and furniture
• Baby baths and mobiles
• Nursery accessories
• Bedding and textiles

Fashion

• Newborn, baby, girls’ and boys’ clothing
• Knitwear and outerwear
• Ceremonial clothing
• Accessories

Lifestyle

• Bags and decorative objects
• Toys and gifts
• Baby accessories

Beauty

• Children’s and baby cosmetics
• Personal care products

Bijou

• Children’s and family-oriented jewellery and accessories

Nanàn primarily targets parents and families seeking premium or upper-premium children’s products. Its positioning sits closer to luxury lifestyle than mass-market retail, appealing to consumers who value Italian design, refined aesthetics, premium materials and emotional storytelling.1

The brand can be understood as a combination of three distinct business pillars:
1. Children’s fashion: Clothing, accessories and seasonal collections.
2. Nursery and lifestyle design: Furniture, textiles and objects for children’s spaces.
3. Emotional children’s brand: Teddy-bear identity, gifting and the concept of childhood as a protected, beautiful period.

This ecosystem approach differentiates Nanàn from pure apparel labels, allowing parents to engage with the brand from nursery preparation through to later childhood. The consistent application of Italian design principles across both fashion and interiors ensures a shared visual language, while communication strategies reinforce concepts of tenderness, dreams and affection.1

• 1992: Creazioni Franca Srl is founded in Emilia-Romagna, Italy.1
• 2006: Nanàn enters a significant growth phase.1
• 2008: First flagship store opens in Milan.1
• 2010s: International expansion continues through boutiques and distribution.2
• 2020: Majority stake moves to Annabel Holding; sustainability becomes prominent in design philosophy.1
• January 2025: Nanàn is acquired by J. Jardin Holding.1
• 2026: Nanàn continues to operate as an international children’s lifestyle brand spanning fashion, nursery, accessories and beauty.1

1. Company – Nanan official
2. Nanàn | Scimparello Magazine