As The Parently Group prepares for Back to School 2027, CWB looks at how its evolving brand mix is reshaping the conversation around independent schoolwear retail.

 

As schoolwear retailers look beyond the traditional uniform season for growth, The Parently Group is positioning itself as a broader trade partner for children’s school, sport and everyday needs. The business combines long-established schoolwear expertise with a growing portfolio spanning children’s clothing, footwear, sportswear, outerwear, accessories and licensed collections, helping retailers support their core uniform offer while broadening their range in commercially relevant ways.

David Luke remains the foundation of the Group, bringing more than 40 years of schoolwear experience, operational knowledge and an understanding of the independent retail sector. Around that heritage, the company is developing a complementary offer designed to help retailers meet more of a family’s school and everyday needs through one trusted supplier relationship.

Each of the Group’s brands retains its own identity and purpose but is united by dependable product quality, reliable service, thoughtful development and a clear understanding of what children, parents and retailers need. The result is a more cohesive trade proposition, giving schoolwear and childrenswear retailers greater flexibility, category choice and confidence when planning future seasons.

This wider brand offering is particularly relevant in a challenging market, where new legislation, margin pressure, changing parental buying habits and a highly seasonal trading pattern are shaping commercial decisions.

While retailers continue to protect their core uniform business, they are also seeking purposeful ways to generate additional sales, strengthen loyalty and reduce reliance on a short seasonal window. The Parently Group’s portfolio supports that shift without moving retailers away from their existing customer base.

A family visiting for school uniform may also need school shoes, sportswear, outerwear, bags or accessories, and access to those categories through one trade partner can create a more complete customer experience while opening new revenue opportunities. For The Parently Group, however, the opportunity is not simply to offer more products; it is to help retailers identify the right combination for their business, whether they are a traditional schoolwear specialist, a fashion-led independent or a broader childrenswear retailer.

 

 

A broader offer for independent retailers

That approach is underpinned by David Luke, which gives the Group deep-rooted knowledge of schoolwear, responsible sourcing and the independent retail sector. Around that foundation, the company has developed brands designed to meet wider retailer needs. Juco brings an energetic and inclusive approach to school and grassroots sportswear, while Term Footwear enables retailers to add specialist children’s footwear to their Back to School offer. Little Classmates provides an accessible primary school uniform option, with Grass & Air bringing colour, innovation and practical design to children’s outerwear and footwear.

Lelli Kelly, the most recent addition, adds a distinctive branded advantage, combining the practical requirements of schoolwear with the personality and recognition of an established consumer name. Since joining the Group, the response has reinforced the view that there is space for a recognisable, brand-led schoolwear offer, particularly for retailers looking to introduce greater choice into Back to School shopping.

This more rounded brand portfolio underpins The Parently Group’s Back to School 2027 lineup, which is focused on giving retailers a balanced mix of commercial options across the key categories serving school-age children.

 

 

David Luke will continue to anchor the portfolio with its trusted core schoolwear offer, supported by developments designed to help retailers respond to changing school requirements. As schools look to curate distinctive uniform packages around three branded items and a tie, David Luke is set to introduce several additions giving retailers greater breadth and flexibility within core uniform ranges.

Little Classmates will further develop its accessible primary school collection with additional products and new fabrics, positioning it as a convenient range of everyday essentials for specialist retailers. The addition of footwear has already generated strong interest, underlining the opportunity for retailers to extend their primary school offer in a practical and commercially relevant way.

Term Footwear will allow retailers to complete their Back to School package with durable, style-led school shoes. Four new junior, senior and unisex styles have been introduced, building on early success with school uniform retailers and adding momentum to the Group’s footwear offer. Juco will also continue to develop its inclusive school and grassroots sportswear line, focusing on key items that continue to deliver growth despite pressure on the sportswear category.

 

 

Back to School 2027 developments

That focus on targeted category development continues with Lelli Kelly, which is attracting interest across the trade as retailers recognise different opportunities in the brand. Fashion-led independents are responding to its recognisable styling and strong visual identity, while schoolwear specialists see the potential to complement dependable core uniform ranges with something more distinctive. Rather than replacing traditional schoolwear, the collection gives retailers another way to engage families seeking a branded alternative. Accessories are an important part of that strategy, with Lelli Kelly rucksacks, lunch bags and pencil cases enabling retailers to create a coordinated Back to School story, giving families an accessible way to buy into the brand and create clear opportunities for add-on sales.

Against this backdrop, the company’s headline message at this year’s Schoolwear Show will centre on growth through one trusted trade partnership. The event will present The Parently Group as a connected portfolio rather than a collection of standalone brands. Retailers will be able to explore solutions across core uniform, value-led schoolwear, sportswear, footwear, outerwear, licensed apparel and accessories, while considering how the right category mix could support their customer base and commercial strategy.

The Group wants visitors to leave with a clear sense that it understands both the pressures and opportunities facing independent retailers. Its message is that now is the right time to diversify with The Parently Group, using its broader portfolio to strengthen core offers, build incremental sales and develop a more rounded proposition for families.

 

 

Growth through one trade partnership

With diversification central to that message, The Parently Group’s priority for the year ahead is to realise the full potential of its portfolio for retail partners. This will involve bringing its brands together more effectively, simplifying access to the wider offer and providing the products, services and insight retailers need to make confident commercial decisions.

A newly launched trade portal will play a central role in that strategy, improving efficiency, simplifying access to product information and making it easier for retailers to work across the portfolio. The platform will continue to evolve after launch, with the introduction of further features and developments.

Alongside this investment, the company intends to strengthen its existing brands and ranges while pursuing carefully considered opportunities to extend the offer. Growth will remain purposeful, with any new category, brand or partnership expected to complement the Group’s expertise and create genuine value for retailers and families.

Ultimately, the ambition is for The Parently Group to become the natural trade partner for children’s school, sport and everyday needs – a business combining David Luke’s heritage and operational experience with a portfolio broad enough to support retailers well beyond core school uniform.

For further information on The Parently Group, please click here.