KIDLY Ltd., the online kids retailer for 0-5s, has entered into an agreement to sell a curated edit of its own label collection, KIDLY Label, through the NEXT platform. 
The partnership will be the first time that the KIDLY Label collection will be available to customers outside KIDLY’s own channels. 

Through the agreement, a selected product range will be available through NEXT’s UK and international online platforms. The initial range will consist of best-selling lines from KIDLY Label’s Autumn/Winter ‘22 range, including daywear, sleepwear, footwear and outerwear. Committed to sustainability, the range is made from recycled and natural materials, including 100% GOTS-certified organic cotton, with OEKO-TEX-certified dyes.   

The partnership will allow KIDLY to increase brand awareness further across its target market, deliver incremental sales and access new international markets.

“This partnership represents an exciting next step in the growth of KIDLY Label,” said KIDLY CEO and Founder, James Hart. This is the first time our products are available outside the KIDLY ecosystem and we are thrilled to be partnering with one of the UK’s best-loved retailers. We’ve worked closely with the NEXT team to deliver a collection that will add our design-led and sustainable products to their already impressive kids’ range and we look forward to seeing the reaction from NEXT customers.”

The partnership was managed by KIDLY’s newly appointed Trading Director, Janette Delaney, previously Global Trading Director at Topshop, who recently joined the business, bringing 30 years of experience from Arcadia and Mothercare.

KIDLY is a modern kids’ fashion and lifestyle store for 0-5s, founded by ASOS’s first employee and e-commerce director, James Hart. Launched in May 2016, it brings together 300+ brands and its own brand – KIDLY Label – in one easy-to-shop place. The focus is on new product discovery, curated collections and fast and friendly service, with every product tested by a real family. KIDLY challenges traditional children’s retailers by choosing products that are design-led, genuinely useful and that complement parents’ own personal style, with real-time advice during waking hours from a Live Chat team of empathetic fellow-parents. 

About NEXT

NEXT plc (LON: NXT) is a FTSE 100 company based in Leicester and is one of the UK’s leading online clothing retailers. NEXT has around 500 stores in the UK and Eire and an online presence in over 70 countries selling the NEXT brand and over 700 other fashion, home and beauty brands.