Argos has this week announced a new partnership with pop star Emma Bunton which will see the celebrity designing a clothing range for babies and children.
Available in store and online from January 2012, the 99-piece collection offers garments for girls and boys aged newborn to 10 years old.
Former Spice Girl Bunton, a mother-of-two, claims that her own family life has inspired her designs, which she has been working on in collaboration with the retailer since March.
“As a Mum myself I’m forever searching for fun and fashionable clothes for my boys, that are comfortable and practical too – clothes they really want to wear,” explained Bunton.
“Working with Argos has given me the opportunity to create exactly that! I’ve worked hard on every piece in the range; the designs, colours, fabrics, prints and cuts and I’m so proud of the outcome”
The retailer will undoubtedly be hoping that the new range will improve sales figures, as last month, owner Home Retail Group (HRG) revealed that its profit before tax had dropped £73.6 million over the first half of its financial year.
HRG, which also owns homewares retailer Homebase, reported that total sales for the group were down six per cent year-on-year in H1 while cash gross margin fell seven per cent to £970 million in the period.
Last week, Argos launched its Christmas Gift Guide in a digital format making it available on the iPad and iPad 2 for the first time in an attempt to encourage tech-savvy shoppers to make festive purchases.
Emily Jacobs, Business Development Manager at Argos, said that Bunton’s collection will be offered at good value prices.
“The launch of licensed character kidswear has been well received as a natural extension of our current ranging at Argos,” she commented.
“Emma’s collection will take kidswear to a new level with a fully comprehensive and credible range,putting Argos on the kidswear map as a clothing destination.”