Danish kidswear brand Wheat is set to move into the UK market for the first time, making its debut to trade at INDX Kids in July. Founded in Denmark in 2002, Wheat has since become an international childrenswear brand and is one of the most popular in Scandinavia.

After more than 20 years in the industry, Wheat has become known for its strong Scandinavian design traditions and unique hand-drawn signature prints, as well as a focus on quality and comfort.

 

 

Underpinning everything is the brand’s strong focus on sustainability and ethical products, from materials, manufacturing conditions and processes, to its self-sufficient HQ in Copenhagen.

In 2021, Wheat moved into Germany with great success, already working with over 200 accounts and market-leading retailers. The brand is now fully set up to launch in the UK with a local warehouse and IT functionality.

Wheat is making its show debut at INDX Kids on 2-3 July. There, retailers will be able to view the brand’s new s/s 24 collections covering outerwear and footwear as well as a full apparel and accessories collection. To visit the brand’s website, please click here. Alternatively, click here to register for INDX Kids.