// John Lewis unveils a significant expansion of its kidswear range
// It includes the retailer’s first-ever collection designed specifically for tweens, alongside a range of popular brands
John Lewis has expanded and revamped its children’s fashion business, as it looks to significantly grow its share of the UK market by appealing to children of all ages.
The new collection features over 2,100 more lines, including the retailer’s first own-label ‘tween’ collection for 7-12 years olds, alongside 10 new fashion brands for Spring 23.
According to Mintel, the kids’ clothing market will be worth £7.3bn by 2027 – up from £6.8bn last year and while John Lewis currently holds a 16% share of the UK nursery market – selling one in three (34%) of all pushchairs in the UK – that is not significantly maintained beyond a child’s early years.
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The business said its new offer for children from aged 2-6 and 7-12 “sets out our ambitions to make sure we are better placed than ever to meet the needs of families as their children grow up.”
It said the move “reflects changing consumer behaviour, with customers telling us that their older children want to have more fun with clothing, and are increasingly interested in what they wear.”
In addition to its John Lewis and value Anyday ranges, the department store retailer stocks brands including Vans, Nike and Crocs.
It is also bringing on popular labels like Petit Bateau, JoJo Maman Bebe, Mintie by Mint Velvet and Ted Baker, alongside new affordable brands including Jack and Jones, Mango, Gap, Cotton On, Only & Angels by Accessorize.
John Lewis executive director Naomi Simcock said: “We’ve long been trusted by families and have strength in the nursery and baby market. Through expanding our kids’ range, we’re excited to be there for even more customers, at every stage of family life.
“Not only have we expanded our kidswear range, we’ve made it more stylish – taking inspiration from 90s trends, with bold prints and colours – and have innovative plans to make it a focal point in our shops.
“This is also our first big campaign to back our new brand promise – to be there for ‘all life’s moments’. We’re not just here for the milestone moments, but all the everyday ones in between.”
The launch builds on John Lewis’ biggest-ever year for fashion with sales across the business up 13.7% compared to 2021/22 – driven by growth across men’s and womenswear, while its budget-friendly Anyday range was up 49% on the year.
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