Superdry has signed a licensing agreement with UK retailer Next to launch its first-ever kidswear collection, marking the brand’s expansion into children’s fashion.

This collaboration allows Superdry to leverage Next’s expertise in the market, while bringing the signature Superdry style to a younger audience.
The new 95-piece collection, designed by Superdry in collaboration with Next’s design team, will feature outerwear, T-shirts, sweatshirts, polos, and dresses for boys and girls aged two to ten.

The pieces draw inspiration from Superdry’s existing archive, adapting its distinctive aesthetic for children.

The range will first be available online through Next’s e-commerce platform in October, with a physical launch in five selected Next stores across the UK in November.

Julian Dunkerton, CEO of Superdry, revealed that discussions for the collaboration began in January, underscoring how the partnership will allow Superdry to break into a new market segment. He further noted plans to expand distribution across Europe starting in 2025, working with agents and distributors on the continent.

Next will take charge of manufacturing and distributing the collection, further solidifying its stronghold in the kidswear sector. The move builds on the long-standing partnership between the two brands, with Next CEO Simon Wolfson expressing excitement about the collaboration, saying it offers both companies a unique opportunity to grow and reach new customers.

This new collection represents a strategic milestone for Superdry, reinforcing its ability to adapt and innovate within the fashion landscape.