// Kidly has become the latest brand to join Next’s online platform
// The etailer was set up by ex-Asos director James Hart, who was the fashion giant’s first ever employee
Online kids retailer Kidly has joined the growing roster of brands selling on Next’s ecommerce platform.
Kidly, which was set up by ex-Asos ecommerce director James Hart in 2015, will sell a curated edit of its own label collection through the Next platform, the first time the retailer has sold outside of its own channels.
The initial range will consist of best-selling lines from Kidly Label’s autumn winter 2022 range, including daywear, sleepwear, footwear and outerwear.
The partnership will help increase Kidly’s brand awareness, boost sales and access new international markets.
Hart said: “This partnership represents an exciting next step in the growth of Kidly Label. 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.
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“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, who was previously global trading director at Topshop.
Next already has a great strength in baby and children’s products and earlier this year partnered with firms linked to hedge fund Davidson Kempner to buy JoJo Maman Bébé, which has been added to Next’s platform.
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