In a new partnership with Riverside Brands, leading apparel licensee Poetic Brands has added the Early Learning Centre (ELC) brand to its expanding baby, childrenswear and accessories division.

The ELC collection will incorporate baby and childrenswear products including baby layette and fashion. There will also be accessories such as baby changing bags and slings within the baby collection. In the children’s category, Poetic Brands is set to offer children’s daywear. This is alongside accessories including luggage, beach towels, bags and also flip flops.

Currently owned by The Entertainer, ELC operates both online and within The Entertainer stores. Its vision is clear – to support parents with their child’s early years learning and development through play.

Having traded in several guises since 1974, the Early Learning Centre has become a destination retailer for expectant mothers, new parents and beyond.

Commenting is Anne Bradford, director, Poetic Brands. “When we heard about the opportunity of establishing ELC as an apparel collection, we jumped at the chance to come on board and work with Ash and The Entertainer on this project.

“In the initial year of setting up the business, it has been so important to us to look for new opportunities to the market. The ELC brand absolutely ticks this box. Our team has a huge amount of experience across both baby and toddler. They are looking forward to creating a unique apparel collection at retail.”

Also commenting is Ashley Holman, MD, Riverside Brands. “We have had a fantastic initial response to the Early Learning Centre licensing opportunity since announcing it a few months ago. It is really exciting to be partnering with Poetic Brands. They really understood the vision we have for the brand from the outset. We are confident this will be the start of a very successful partnership for all involved.”