The Parently Group is stepping into the world of girls’ fashion. As the UK licensee for Lelli Kelly Apparel, it is infusing the same spirit of fun, quality and creativity that has made Lelli Kelly shoes an icon, into a vibrant new clothing collection. CWB learns more.
The Parently Group has established itself as a business that builds brands which resonate with families through innovation, quality, and a strong sense of purpose. With a portfolio spanning David Luke school uniform, Term footwear and Grass & Air colour-changing wellies and outerwear, the Stockport-based business is rooted in values of inclusivity, creativity and sustainability. Its mission: to create products that inspire confidence and joy in children while supporting parents with reliable, stylish, and well-made choices from head to toe.
This year, The Parently Group announced a major new venture as the licensee for Lelli Kelly Apparel, bringing the beloved Italian footwear brand’s flair for fun and femininity into clothing. The debut collection will launch for s/s 26, offering a comprehensive range of apparel designed to capture the magic and playfulness that has made Lelli Kelly a household name. So how did this partnership come about?
Childrenswear consultant Sharon Beardsworth, who brokered the deal, explains.
“In a marketplace that feels a bit lacklustre at the moment, the introduction of Lelli Kelly clothing to sit alongside and complement the iconic shoes is a bright spark of excitement. Mention ‘Lelli Kelly,’ and everyone’s thoughts turn immediately to the decorated canvas fashion shoes, but there are also boots, sandals and, of course, the school shoes. It’s a big ask to straddle both fashion and schoolwear, and in my view, there was only one candidate that qualified for the licence – The Parently Group.
“With a foundation in schoolwear through David Luke, an existing distributorship of shoe brand Term, and its own fashion brand Grass & Air, not to mention a new head office and distribution centre with space to expand, The Parently Group fulfilled all the criteria beautifully. Working on a s/s 26 range when the license agreement was only signed at the end of May might sound like an impossibility, but I have been blown away by how The Parently Group has embraced this new challenge. Top to toe, Lelli Kelly is now available like never before, and the Parently team have most certainly risen to the challenge.”
The first fashion collection, Enchantment, is in development for s/s 26 and spans ages 3-9 years, offering a versatile mix of everyday wear and occasion-led pieces.
Expect playful dresses, easy-to-wear separates and fashion-forward occasionwear, all infused with Lelli Kelly’s signature touches. “The Enchantment apparel collection encapsulates the playfulness, joy and premium design details that Lelli Kelly is known for, paired with modernity and wearable silhouettes that speak to today’s fashion-loving girls,” explains Ryan Cooke, Head of Product at The Parently Group.
“Dresses and co-ords are lavished with luxurious fabrics, ruffles and layers of tulle, while dreamy daywear is elevated by diamante embellishments and branded trim details. The Lelli Kelly logo and rose motif pay homage to the much-loved brand heritage throughout the range, while radiant brights and florals are embellished with embroidery.”
In developing the creative direction, Cooke drew inspiration from Lelli Kelly’s footwear DNA: joyful, expressive and unapologetically fun. “Our vision is to empower girls to express themselves through fashion in the same way Lelli Kelly shoes have inspired,” he adds.
The Parently Group is also developing a Lelli Kelly Back to School line set to launch in time for autumn 2026, building on the brand’s coveted reputation in the school shoe market.
This will include generic items, including skirts, pinafore dresses, polo shirts, culottes and accessories, all designed with the same flair for detail and quality finishes. “Back to School is a huge moment for Lelli Kelly, and we’re excited to evolve its existing proposition into the uniform space with a mix of practicality and personality,” says Cooke.
The Parently Group is hugely committed to choosing sustainable fabrics and practices across its brands, and the development of a fashion-forward collection with Lelli Kelly has brought real focus to the opportunities for recommerce and creating pieces that continue to hold value long after the first purchase. Extending a garment’s lifespan by just nine months can reduce its environmental footprint by 20-30%, according to a 2023 report from the Global Fashion Agenda, and so the combination of high quality garments and a desirable brand will mean inherent sustainability and resale value.
For The Parently Group, the launch of Lelli Kelly Apparel marks a bold step forward.
“Our ambition is to make Lelli Kelly a complete lifestyle brand for girls,” confirms Kathryn Shuttleworth, Group CEO. “Under our Parently Group portfolio, we now offer a mix of household brands that empower our retail partners with the collections they need to grow sustainably all year round, creating added value from head to toe.”
Buyers will be able to preview the s/s 26 collection at The Schoolwear Show, as well as through private showroom appointments at The Parently Group’s Manchester headquarters later in the year. For further information on The Parently Group, please click here.