Superdry has entered into a licensing deal with Next to introduce the brand’s inaugural kidswear collection, which will be available on Next’s online platform and in select UK stores
Next will create and distribute the 95-piece collection, created in collaboration with the fashion retailer’s design team. It will feature outerwear, T-shirts, sweatshirts, polos, and dresses for children aged two to ten, inspired by Superdry’s archive.
The collection will be launched online at Next.co.uk from next month, with a physical rollout in five chosen Next stores beginning in November.
Superdry CEO Julian Dunkerton told Drapers: “We started discussing [the collection] in January. Next will be predominantly UK, and we are opening it up to all our agents and distributors around Europe [from January 2025].”
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In recent years, Next has expanded its childrenswear licensing portfolio, adding brands such as Clarks, Reebok, and Paul Smith in 2023/24, and now AllSaints and Superdry in the current financial year.
The retailer’s childrenswear licensing division saw a 27% increase in full-price sales, reaching £32.7m for the year ending January 27, according to its latest financial results.
Next CEO Simon Wolfson said: “We are pleased to be collaborating with Superdry on the design of a new range of children’s clothes, which Next will be manufacturing and retailing. This builds on the long-standing relationship we already have with the brand.”
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