Was acquired by MM Capital AG, a Swiss company that reflects the financial expertise of Michele Martucci, an Italian-Swiss investor who entered the fashion world after success in other sectors.

Is known for its elegant children's clothing with dresses feature timeless fabrics and cuts. This artisanal collection for kids features luxe wool knits and beautifully tailored blazers.

The brand's contemporary style expresses femininity through independence, for up's designer kids' wear features sporty luxe t-shirts and everyday essentials.