Luxury department stores Harrods, Browns, & Other Stories are branching out into kidswear.
Kim Kardashian West’s women’s and childrenswear brand Skims has launched in luxury department store Harrods, to become the exclusive UK stockist of the kidswear Cozy collection. “Skims Kids” retail prices ranges from £39.95 for the Cozy knit tank top (2-14 years) to £106 for the Cozy knit long robe.
From this July, Browns is also adding kids wear to its online offering for the first time. Its range will include clothing and accessories for newborn to 16-year-olds, from over 35 brands including Burberry, Bonpoint, Comme des Garcon Play, Fendi, Gucci, Hunza G, Mini Rodini, Stella McCartney and Veja.
H&M-owned retailer & Other Stories has also launched a mini-me childrenswear collection for girls. There are six pieces in the girlswear collection, with co-ordinating items for mums or adults. The capsule collection includes either matching dresses or co-ordinating sets for children and adults, and details include scalloped hems, puffed sleeves and ditsy floral prints. The girlswear range is available in an age range of 18-months – eight years. Retail prices range between £27 for a kidswear dress to £95 for a womenswear dress.
Browns buying director Ida Petersson explained: “The expansion into kidswear is a natural evolution for Browns and we felt we could really have some fun here. We want to create a destination for kids and their parents that evolves beyond clothing and a place where luxury meets the unexpected with some surprise collaborations in the future. We are really excited to offer a unique vision and curation of kidswear, presented with a true Browns edge. We have some really incredible brands launching that are also new to the kids world, and will really resonate with the Browns community who have such a love for fashion. Kids fashion truly sparks so much joy and excitement and our favourite items are now produced in super cute mini-me sizing.”
[source: Retail Gazette]