At February’s edition of INDX National Kidswear and Kids Footwear Shows, buyers were treated to a showcase of collections, each offering something unique to the world of kids’ fashion. Here are some highlights of the new exhibitors we met at the show, from independent labels with inspiring stories to creative brand launches.
Old West
Old West (pictured above), a heritage footwear brand under Jama Corporation, continues to strengthen its presence in the global market with a collection that blends authentic western design, comfort and durable craftsmanship for men, women and children, with the kids’ collection showcased at February’s edition of INDX National Kids Footwear Show. Western, cowboy, and Year of the Horse influences are shaping current fashion trends, particularly across kidswear, where demand for characterful, durable footwear continues to grow. Cowboy boots are quickly becoming a standout category within the children’s sector, appealing to parents and retailers alike for their timeless appeal and versatility. With matching styles available for men, women and children, Old West makes it easy for families to embrace coordinated western style together. Built on Jama Corporation’s longstanding expertise in footwear manufacturing and distribution, Old West is known for its attention to detail and commitment to quality. Each pair is crafted using premium materials, traditional stitching techniques and supportive construction, available in a wide variety of silhouettes, colours and finishes to suit all ages. With sturdy soles, soft linings and reliable fits, the boots are engineered to support growing feet, delivering flexibility, resilience and comfort without compromising authentic western styling.
Wholesale enquiries: uksales@jamaoldwest.com
Georgie Belle’s
Georgie Belle’s is a mum-run brand based in Cheshire, owned by best friends Holly and Emma. In 2025, the duo’s dream of manufacturing their own exclusive range came to life, creating 100% cotton pyjamas with a cuffed bottom and snug fit to comply with sleepwear regulations. After achieving this goal, they made the decision to take the range to retail, quickly learning that the designs were in demand without the personalisation aspect offered on their online platform. Retailers, therefore, get the same high-quality garments with Georgie Belle’s prints, just without the name, so items can be purchased there and then. The brand has a choice of designs available on pyjamas, T-shirts and babygros, along with its much-loved range of luxury tutus. The majority of the products are printed using the latest technology, direct-to-garment printing, using premium child safety inks, meaning they can be washed time and time again without compromising the quality.
Wholesale enquiries: info@georgiebellesboutique.com
Boatilus
Boatilus is a family-owned footwear brand that was founded in 2000 by Franco-Italian husband and wife Nicolas and Angela Pelous, seventh-generation shoe manufacturers whose family heritage dates back to 1810. As parents themselves, the couple set out to create durable, playful and practical shoes for children, combining comfort with genuine sustainability. From the outset, Boatilus has championed eco-responsible footwear. It uses biodegradable and recyclable materials, avoids harmful chemicals, and incorporates recycled oyster shells into its soles, replacing up to 15% of traditional components. Every pair is 100% recyclable, as is the packaging, reflecting the brand’s commitment to circular fashion. The materials are even infused with natural lemon zest for antibacterial properties, as well as ensuring they smell good. Designed with anatomical shapes, ergonomic insoles, shock-absorbing heels, non-slip soles, zero drop construction and supple materials, each style supports the natural development of children’s feet while providing comfort and protection. Hero styles include waterproof beach sandals, wellies and clogs, which are easy to clean by simply rinsing under a tap or machine washing at 30°C. Design highlights include a Chelsea-style ankle welly designed with a lower cut to give babies and toddlers greater freedom of movement; lightweight, closed-toe beach sandals in vibrant colourways with playful character details; a versatile summer clog in soft pastels and bold brights featuring a shock-absorbing arch designed for both wet and dry adventures; and a single-piece, hardware-free moulded slider with an ankle strap and sculpted buckle-effect detailing. Sizes range from EU19 to EU 34/35, with a few select styles going up to EU41.
Wholesale enquiries: admin@bobuxuk.co.uk
Mini Chalk
CHALK is a family-operated lifestyle and homeware wholesale business situated on the South East coast. The company’s journey began in 2012 with the opening of a retail store named The Shop, located in Margate’s Old Town, nestled amidst the chalky coastline and sandy beaches of Thanet, South East Kent. The brand CHALK was established in 2017 with the primary aim of supporting independent shops across the British high street that share a passion for elegant interiors and simple, classic clothing. The brand is best known for its muted colours, luxurious textures, thoughtfully selected fabrics, and distinctive designs. All products are designed in the UK, reflecting a commitment to creating timeless, high-quality pieces that seamlessly transition from one season to the next. CHALK has grown to offer collections for the whole family, including a womenswear range, a capsule menswear range and, as showcased at INDX, childrenswear for newborns up to 24 months, all designed with the same understated, enduring aesthetic at heart. The Mini collection features a curated selection of timeless coords and classic silhouettes with a focus on comfort and practicality. Each piece is constructed from carefully chosen, breathable materials in a palette of neutral and nautical hues. Using the same trusted fabrics as the brand’s main line, garments undergo rigorous washing and testing to ensure they retain their quality, shape and softness over time, and with young children within the CHALK family, every item has been tried and tested to guarantee it feels gentle against delicate skin. The Mini collection also includes styles designed to coordinate with select pieces from the women’s and men’s ranges, making them ideal for gifting and creating coordinated looks for the whole family.
Wholesale enquiries: info@chalkuk.com
Little’n
Following the birth of her third son, Fiona Milroy identified an opportunity within the market for high-quality, stylish infantwear that avoids gender stereotypes and steers clear of conventional designs. An unexpected opportunity allowed this idea to move forward in 2024, when Milroy, a former chief financial officer, and her colleague, Max Bengtsson, stepped away from their senior leadership roles following a company restructure. After a year of planning, they launched Little’n in October 2025. Key to the brand, alongside unisex design, is functionality and sustainability. All products are made using GOTS-certified organic cotton, with Little’n being spotlighted as a sustainable brand at INDX National Kidswear Show in February. Alongside manufacturing choices, the clothes are specifically designed to be practical and have room to grow, with features like foldable cuffs and a strict popper-free policy. The range is available in four signature prints – Stars, Leopard, Sleepy Eye and Classic White – and pieces include The Grow, for newborn to 24 months. Featuring a two-way zip and fold-over mitts and feet, The Grow is designed for movement and extended wear. The Notty for newborn to 12 months has no zips or poppers, instead it offers a simple pull-up design for easy changes alongside fold-over mitts up to six months. Completing the offer is The Blanket. A strong gifting and add-on piece, this one-size, lightweight and breathable blanket is reversible – white on one side with a print on the other. All products are made from 95% organic cotton/5% elastane.
Wholesale enquiries: info@littlen.uk
The Yo Baby Collective
Yo Baby is the parent company behind three focused brands, each created to serve a distinct stage of childhood and united by a shared philosophy of thoughtful design, responsible materials, and comfort without compromise. Sold in over 300 boutiques across the world, Yo Baby’s aim is to provide its clients with quality and well-invested design. The concept is to create unique, fun clothing for kids with special attention to detail. The collections feature printed and solid dresses, tops and skirts, which play off style and comfort in keeping with the company’s unique image. Aamun Jamun reimagines infantwear through carefully developed knitwear, designed and produced using GOTS-certified organic cotton yarns in a GOTS-certified facility. Every piece prioritises softness, safety and durability, reflecting a belief that the earliest garments should be the most considered. Aahaan, meanwhile, addresses the need for durable, everyday clothing for fast-moving lives. Built around anti-fit silhouettes and crafted from premium long-staple organic cotton, each piece offers ease, freedom and longevity – modern streetwear designed to move and last. Together, the Yo Baby Collective forms a cohesive ecosystem of clothing that grows with children, designed thoughtfully, made responsibly, and built for life.
Wholesale enquiries: info@yobabywholesale.com
Qnuffs
Ricosta is among the leading manufacturers of children’s shoes, with more than 60 years of experience. Building on decades of expertise in fit, material quality and child-friendly design, it has launched its own barefoot brand, Qnuffs, which was showcased at INDX National Kids Footwear Show in February. Qnuffs combines an innovative barefoot concept with trusted Ricosta quality designed especially for little feet with a big urge to move. Using only carefully selected, premium materials that guarantee comfort and optimally support the foot’s natural movement, each shoe is the result of intensive research and development alongside experts in orthopaedics, design, and materials science. The result is a barefoot shoe that not only looks good but feels good, giving children maximum freedom and protection at the same time.
Wholesale enquiries: anthony.freer@footwearinternational.co.uk
Lumiérex
Founded by Ukrainian entrepreneur Diana Novytska, Lumiérex is an independent children’s clothing brand bringing together high-quality cotton sleepwear, distinctive design, and a meaningful social mission. Rooted in a refined countryside aesthetic, the brand’s collections feature soft, nostalgic prints inspired by nature, animals and childhood. Each design is created in-house, combining warmth, simplicity and a recognisable visual identity. Lumiérex takes a fully local approach to production. All garments are made in Ukraine at a leading children’s clothing factory with over 20 years of experience. The fabrics are also produced in Ukraine at one of the country’s largest textile factories with more than 90 years of heritage, ensuring a consistently high level of quality and craftsmanship. Behind every piece are skilled Ukrainian makers who continue to create, even in the most challenging times. Every detail, from stitching to packaging, is thoughtfully developed with care. Designed for babies, preschoolers and children up to 12 years old, Lumiérex works with both retail and wholesale partners, offering flexibility and a collaborative approach. The brand is open to developing exclusive, custom-designed collections for retail partners, with the ability to create bespoke prints, colours and concepts tailored to each store’s identity. Beyond product, Lumiérex carries a strong social mission. The brand donates part of its profit to support animal shelters in Ukraine, helping rescued dogs and cats – many of them affected by the war – with food, medical care and safe shelter. By combining heritage production, thoughtful design, and a deeply human story, Lumiérex represents a new generation of independent childrenswear brands entering the UK market.
Wholesale enquiries: info@lumierex-official.co.uk
RGJ Kids
Making its INDX debut in February, new British-designed children’s footwear brand RGJ Kids is built on over 40 years of heritage in the children’s footwear sector. Part of RG Jarrett Ltd, one of the UK’s leading baby footwear design and production specialists, RGJ Kids brings together decades of knowledge and experience in creating comfort-first constructions for growing feet. The company’s experienced team works carefully to create playful, durable designs, with all products tested to the highest standards and made using safe, child-friendly materials free from harmful chemicals. RGJ Kids’ summer collection offers lightweight, flexible, and comfortable jelly sandals and clogs, which are easy to slip on and off and feature safety-conscious, non-slip soles. Ranges are available for both boys and girls and include Little Characters, Hugs and Hearts, Power Play, and Playful Classics. Sizes are UK 6-7 to UK 1-2.
Wholesale enquiries: sales@rgjkidsfootwear.co.uk
Little Pottimus
Little Pottimus is a children’s brand created from the drawing board and made into a capsule nursery collection and story book. Focusing on bedtime and sleep, it features hand-painted characters brought to life in a tale about Pottimus and his friends. Designed with both sustainability and comfort in mind, products featuring the brand’s illustrated prints include baby sleeping bags, play blankets, fitted cot sheets, cot bed sets and single duvet cover sets with pillowcases, all made from a blend of 70% viscose bamboo and 30% organic cotton. Both the fabric and production are Oeko-Tex certified, guaranteeing they’re free from harmful substances. Little Pottimus also welcomes collaborations with trusted partners that share its values of quality, creativity and sustainability. A licensing programme allows companies to produce and distribute products featuring founder Joanne Clayton’s exclusive illustrations. Licensees gain access to a portfolio of designs together with clear brand guidelines and ongoing support to ensure consistency, excellence and a shared commitment to thoughtful, sustainable production.
Wholesale enquiries: littlepottimus@gmail.com
INDX National Kidswear and Kids Footwear Shows will return to Cranmore Park on 5-6 July 2026. Admission is free for all retail buyers, and visitor registration is open now and available here. For exhibitor enquiries, please contact info@indxshows.co.uk.