Whether you’re looking for British-made craftsmanship, gifting-friendly collections, occasionwear, or everyday pieces with a point of difference, CWB’s latest Brands to Watch bring originality, commercial appeal and a clear identity to the market.
Pretzel & Jam
New UK boys’ clothing brand Pretzel & Jam (pictured above) was founded by husband and wife Lauren and Max Geerling, inspired by their son Theo. Launched simply and intentionally, the debut collection offers three sweaters, three accessories, and endless styling opportunities. The 100% cotton sweaters come in striking colourways of deep maroon and powder blue, racing green with coral, and sky blue with cherry red. A two-way Peter Pan collar complements the sweaters, alongside an adjustable ruffle that grows with a child, and a bandana cut to adult size, so parents can twin. Pretzel & Jam is available from 8 months to 4 years, with plans to expand up to 7 years with new products and more twinning options.
Wholesale enquiries: hello@pretzelandjam.com
Mini CHALK
Mini CHALK was launched in a/w 25 by family-run lifestyle and homeware wholesale company CHALK, bringing the brand’s understated aesthetic to childrenswear for 0 to 24 months. Designed in the UK, the collection combines practicality with timeless styling and a gentle sense of luxury, featuring soft textures, trusted fabrics, neutral tones and classic silhouettes. Created to sit seamlessly alongside the wider CHALK lifestyle offer, which includes womenswear and menswear ranges, Mini CHALK includes gifting-friendly pieces with a calm, gender-neutral appeal and matching pieces for little ones and grown-ups. Buyers can view Mini CHALK at the upcoming editions of Home & Gift, Autumn Fair and Top Drawer.
Wholesale enquiries: info@chalkuk.com
ETLIBERI
Launched in 2023 by founder Hanabusa Ito, Tokyo-based ETLIBERI offers a curated selection of occasionwear and elevated everyday pieces for girls, including dresses and coats designed for weddings, celebrations and special moments. The collection for 1 to 12 years comprises four volumes, each expressing a different level of intensity while remaining true to a cohesive brand identity. Vol. 1 introduces more understated, minimalist designs with a focus on refined elegance, while Vol. 4 evolves into more expressive pieces, featuring bolder volumes, richer colours and more distinctive silhouettes. Across the volumes, the collection offers retailers pieces to style across multiple occasions and seasons.
Wholesale enquiries: hello@etliberi.com
Dot & Doug
Founded by designer Emma Moore, Dot & Doug is a British-made childrenswear brand based on the edge of The Cotswolds. Focused on thoughtful, sustainable design, it creates luxury childrenswear for 0 to 6 years. Each piece is made in small batches in Moore’s studio using organic cotton, deadstock fabrics and biodegradable trims, such as natural rubber elastic and wooden buttons. Pieces include dresses, bloomers, rompers, blouses, trousers, knitwear and seasonal pieces. Originally launched with a shop in Tetbury, Dot & Doug has moved to an online only model alongside hosting pop-ups. The brand also runs a buy-back scheme, letting customers return preloved pieces for credit toward future purchases.
Wholesale enquiries: wholesale@dotanddoug.co.uk
Tots in Towelling
Established in February, Scandinavian-inspired Tots in Towelling was born from a desire to create childrenswear that is both stylish and practical. As a busy mum to three children under five, founder Maia Buttleman struggled to find pieces that looked good, felt comfortable, and could keep up with everyday adventures. She chose terry towelling for its softness, breathability and nostalgic feel, bringing back memories of childhood summers spent in Finland. The collection comprises mix-and-match essentials including joggers, shorts, T-shirts, sweatshirts and dresses. The brand makes each piece from premium towelling fabric in Portugal for comfort, practicality and everyday wear.
Wholesale enquiries: hello@totsintowelling.com