Since bringing Kidswear in-house in 2023, Lyle & Scott has been building momentum in the childrenswear market, strengthening its product offer, extending its global reach and connecting with a new generation of consumers. In this exclusive Q&A, Barney Monk, Head of Kidswear, discusses the brand’s progress so far, the learnings behind the transition, and where the biggest opportunities lie for the seasons ahead.

 

CWB: When Lyle & Scott announced in 2023 that it was bringing Kidswear in-house, what were the main ambitions for the move, and how have those evolved since?

Barney Monk: When we first brought Kidswear in-house, our main aim was to use the move as a springboard for driving global growth of Lyle & Scott Kidswear, and the growth has outpaced even our own initial expectations, which is hugely positive. We knew it could provide a great opportunity to grow our audience and create lifetime fans of the brand, but we’ve also found that Kidswear can offer a re-entry point to working with retail partners like NK and Galeries Lafayette, which we have opened in 2026.

 

 

CWB: Looking back, what have been the biggest learnings from the transition from the BMG licence to an in-house kidswear model?

BM: There have been many! From designing and developing in a targeted way for specific age groups whilst keeping our range cohesive, to the way we market our collections to the audiences for each age group. However, I would say the biggest learning from having our Kidswear product engine in closer collaboration with Menswear is that it doesn’t always have to follow Menswear. It’s a great source of pride for my team when products we’ve initially developed for Kidswear are adopted into our Menswear collections.

CWB: What impact has bringing Kidswear in-house had on the way collections are designed, developed and brought to market?

BM: I feel like we’re much better aligned as a brand. It’s important to us that our Kidswear range retains a strong identity of its own, but keeping the product development in close collaboration with Menswear means we stay aligned. Our Kidswear collection represents the best of our Menswear range via sub-collections. Our Reframed sub-collection is a great example of that, as a more subtle, stripped-back branded proposition with a focus on fit and fabrication. The clean aesthetic and tonal eagle branding have widened our appeal to customers looking for a more understated look. We first introduced the sub-collection in s/s 25, and it has quickly become a solid contributor to our range. In terms of bringing product to the market, we launch with our international agents and distributors alongside Menswear. The feedback at our recent s/s 27 launch was overwhelmingly positive, and we’re really excited to start seeing the opportunities our new collection creates.

 

 

CWB: The 2023 announcement spoke about extending the target age range and reaching the next generation of customers. How has that strategy progressed?

BM: It has been a hugely positive journey of growth since our first season – we’ve kept firmly on an upward trajectory, despite the challenges in the global economy. The brand has a fantastic 152-year heritage that has been built on generations of loyal customers who have grown with the brand. I fell in love with Lyle & Scott at a young age myself, so it’s a great honour for me to head up the team responsible for inspiring the next generation.

CWB: Jackets & Sets are now among the fastest-growing areas within Lyle & Scott’s Kidswear offer. What do you think is driving that demand?

BM: Across both Jackets & Sets, we’ve managed to really zero in on the purpose of each option we offer in our range. Primarily, we deliver a large amount of value to the customer for the price they pay in both categories. Whether it’s our entry-price Jackets/Pack T-Shirts/T-Shirt & Sweat Shorts, or some of our best seasonal product like the Bleach Print Jacket or our Woven Jacquard Set, we have a laser focus on delivering amazing product at a great price.

 

 

CWB: Sports has been identified as another key priority for growth. What opportunity do you see for Lyle & Scott in kids’ sportswear, and how does that connect to the brand’s wider heritage?

BM: Lyle & Scott’s affiliation with Sports runs deep, from the launch of our Golden Eagle in the 60s when we entered the golf market, to being adopted by football fans in the terraces in the 80s. In more recent years, our Kits For Clubs campaign has delivered more than 10,000 free-of-charge football kits to teams all over the world and continues to support grassroots initiatives following a partnership with the Rio Ferdinand Foundation. Sports are a huge part of the lives of wearers of Lyle & Scott, especially our younger generation, so our goal is to make great sportswear that supports and enhances their lifestyle.

 

 

CWB: Graphics are key storytelling pieces within your kids’ fashion offer. What kinds of themes are you looking to communicate through graphic-led product?

BM: Our theme for s/s 27 is ‘Not waiting for permission,’ taking inspiration from the DIY attitude of today’s youth and their approach to content creation. Tech-native teenagers don’t need huge production costs and studios when they have everything they need to create in the palm of their hands. They can take to the streets and shoot their friends on the fly, edit and publish in one day. Our aim was to capture that spirit and develop graphics that resonate with our audience. I’m proud of the work that the team put into creating the graphics and having our customer at the heart of our design and development process has been vital to its success.

 

 

CWB: Looking ahead, where do you see the strongest opportunities for Lyle & Scott Kidswear over the next 12 to 18 months?

BM: What’s hugely exciting is that there is so much opportunity for growth with such solid foundations to build upon. We pack a lot of width in our offering considering the scope of our range, from our main sub-collection, Legacy, to our Sports and Reframed sub-collections. Lyle & Scott’s wide appeal has always been a real strength of the brand since I’ve known it. Our range used to be more reliant on its jersey offering, but we’ve seen great growth in other categories like Jackets, Shirting and Knitwear. It has been a fantastic journey so far, and we’re so excited to see where it takes us next!

For wholesale enquiries, contact Barney Monk barney.monk@lyleandscott.com or Sona Hassan sona.hassan@lyleandscott.com.