Missguided launches affordable kidswear range

Missguided is launching kidswear for the first time, catering for ages ranging three months to seven years
"The launch of MG Kids is an important addition to our growing portfolio of brands that continues to deepen our relationship with our customer. " : Nitin Passi.
// Missguided is launching kidswear for the first time, catering for ages ranging three months to seven years
// The first MG Kids collection is available to shop online from Thursday October 28

Missguided has decided to move into the kidswear market with an affordable range inspired by celebrity influence, on-trend casuals and “matching mommy and mini looks”.

The retailer’s first children’s collection, MG Kids, will include winter essentials and matching pieces including sweat sets, matching-back tees, puffer coats, varsity jackets, cozy winter knitted co-ords, and beanies.

The range comprises three categories – baby (3-24 months), toddler (2-4 years) and kids (4-7 years) – with prices ranging from from £4 – £14 for baby, £4 – £28 for toddler and £6 – £30 for kids.


READ MORE: Missguided seeks emergency funding as supply chain crisis strains finances


The expansion into kidswear enables the online retailer to compliment its successful maternity range while emerging as a one-stop-shop for a “Missguided mom” and her little one(s), said the company in a statement.

Missguided chief executive Nitin Passi said: “The launch of MG Kids is an important addition to our growing portfolio of brands that continues to deepen our relationship with our customer. And because we’ve seen a strong positive customer reaction to our maternity range over the last year, it felt a natural next step to work on MG Kids for that part of her life, too.

“MG Kids will be part of our core offering with new fashion lines landing throughout the year. And it goes without saying the brand will have the same ethos as the rest of what we offer – we’ll be quick to react to what our customer tells us she wants so we can curate the right ranges, at the right time, at the right price.”

The first MG Kids collection is available to shop online from Thursday October 28.

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