CWB rounds up some of the new exhibitors discovered at this summer’s edition of the INDX National Kidswear & Footwear Show, highlighting fresh brands and product categories for childrenswear buyers.
Reima
Finnish premium children’s brand Reima (pictured above) champions children’s freedom to move, play and explore outdoors. Since 1944, it has created long-lasting clothing and footwear designed to give children of all ages, shapes and sizes the confidence to stay active. Developed for family life in every season and weather condition, Reima products combine durability with timeless design, allowing them to be passed down. Its clothing is made to support natural movement, with sizing that includes room to grow for more than one season. Reima also follows an ambitious responsibility roadmap, with particular focus on the physical and chemical safety of its products. Its clothing and footwear have won several industry awards and consistently perform well in independent Scandinavian tests of children’s outdoor gear. The brand continues to expand internationally and is now sold in more than 40 countries through a growing network of selected retail partners.
Wholesale enquiries: matt@wildsidetrading.com
Babe & Tess
Represented by AliOli The Agency, Italian childrenswear brand Babe & Tess made its INDX debut in July, presenting clothing for boys and girls aged 0-12 years. Strictly made in Italy, the collection combines timeless style, authentic design and skilled craftsmanship with a refined, understated aesthetic. Rooted in the world of vintage and subtly influenced by Nordic design, Babe & Tess offers comfortable yet sophisticated pieces with keen attention to detail.
Wholesale enquiries: catherine@aliolikids.com
Saucony Kids
Saucony Kids brings the energy, innovation and running heritage of one of the world’s most respected athletic brands to a new generation. Created for active children on the move, the collection combines lightweight comfort, contemporary styling and performance-inspired technology. Designed around the needs of growing feet, Saucony Kids footwear offers cushioned midsoles, flexible constructions and supportive fits that encourage natural movement throughout the day. The range includes versatile styles for school, sport, play and everyday wear, helping children move smoothly between activities without compromising comfort or performance. Easy fastenings and durable materials add further practicality for both children and parents. Inspired by Saucony’s running expertise, the collection delivers modern designs that appeal to active families while maintaining the quality and reliability retailers expect from a trusted global brand. Vibrant colourways, athletic silhouettes and innovative comfort features make Saucony Kids a strong choice within the children’s footwear market.
Wholesale enquiries: aliceb@chaptersbrandgroup.com
Pretzel & Jam
Founded in 2025 by husband-and-wife duo Lauren and Max Geerling, Pretzel & Jam is a UK boys’ clothing brand created with a clear mission: to prove that boys’ clothes don’t have to be boring. The launch collection starts simply and intentionally with three sweaters and three accessories, offering multiple styling opportunities. The 100% cotton sweaters come in distinctive colour combinations, including deep maroon and powder blue, racing green with coral, and sky blue with cherry red. Accessories are designed with equal consideration, from a two-way Peter Pan collar and adjustable ruffle to an adult-sized bandana that allows parents to subtly twin with their sons. Currently catering for around eight months to four years, Pretzel & Jam plans to expand up to seven years as the range develops, with further product launches and more twinning options for adults. Alongside its product offer, the brand is also building the PJ Club, a community designed to give boys a voice and parents of boys more choice.
Wholesale enquiries: hello@pretzelandjam.com
Paper Boat
Represented at INDX by Little Fashioneers, Paper Boat is a Portuguese sustainable swimwear brand for children and families. Its collections combine distinctive prints with timeless designs for every stage of childhood. Most pieces can be mixed and matched, enabling siblings from six months to 16 years – and even the whole family – to share the brand’s #paperboatfamily concept. Made from recycled polyester with UPF 50+ protection, the fabrics use fibres created from plastic bottles recovered from the ocean. Swim shorts and hats are also quick-drying, offering practicality and comfort. Each piece is responsibly produced in Portugal by skilled artisans and trusted partners who share the brand’s values and attention to detail. Paper Boat is committed to ethical, conscious production, local manufacturing and plastic-free packaging, with every item delivered in a reusable raw cotton bag.
Wholesale enquiries: paperboat.pt@gmail.com
Atom London
Atom London is a children’s eyewear brand offering 100% UV-protected, polarised sunglasses and blue light blocking glasses. Created to raise awareness of children’s eye health, the brand combines practical protection with durable, affordable designs for everyday family life. Its range uses quality frame materials including TPEE, TR90, plastic and acetate, selected to suit the different ways children wear and handle eyewear. The brand was founded following first-hand experiences of the limited children’s sunglasses available on the market, with a focus on helping parents make informed choices around protection, quality and price. Atom London also works to educate families on the importance of eye protection for children, particularly from UV exposure and blue light. Already established in international markets under the Atom Kids name, the brand is now targeting further growth across the UK, Europe and the US.
Wholesale enquiries: guilherminar78@gmail.com
Merrell Kids
Built for adventure, Merrell Kids encourages confidence, exploration and active outdoor play. Drawing on Merrell’s performance outdoor heritage, the collection offers durable, comfortable and reliable footwear to support children wherever their adventures lead. From playgrounds and parks to family hikes and weekend getaways, Merrell Kids pairs practical performance features with fun, child-friendly designs. Many styles feature lightweight constructions, supportive cushioning, flexible outsoles, enhanced grip and easy-on fastenings. With an emphasis on outdoor exploration and healthy movement, Merrell Kids helps children spend more time discovering the world around them. The range spans hiking, trail, casual and everyday footwear, giving retailers a versatile assortment for modern families seeking both function and style. Trusted by parents and loved by children, Merrell Kids delivers footwear that helps young adventurers go further, play longer and enjoy every moment with confidence.
Wholesale enquiries: aliceb@chaptersbrandgroup.com
Lego Bags
Represented at INDX by Chapters Brand Group, the LEGO® Back to School 2027 collection has been developed to help retailers maximise one of the year’s key seasonal categories. Combining strong brand recognition with practical design and value across multiple price points, the range offers a commercial proposition for the Back to School period. The assortment includes school bags, lunch boxes and pencil cases, creating a coordinated offer designed to encourage multiple purchases and increase basket value. Durable materials, spacious compartments and child-friendly features deliver the functionality parents expect, while vibrant LEGO-inspired graphics, characters and themes provide strong shelf presence and broad appeal for children. Structured across three product tiers, the collection gives retailers flexibility to serve value-conscious consumers as well as customers seeking premium features and enhanced functionality. This tiered approach supports different retail formats, merchandising strategies and pricing architectures, with the order window closing at the end of October and delivery scheduled for April 2027.
Wholesale enquiries: jarrod@chaptersbrandgroup.com
Manilla
Manilla is a London-based premium childrenswear brand launching its debut s/s 27 collection for babies and toddlers up to three years. Founded by creative director Sheva Gilbert, the brand brings together timeless design, exceptional craftsmanship and understated luxury, with coordinated babygros, baby and toddler outfits, and curated gifting collections designed to offer a complete premium experience. At the heart of the brand is a commitment to uncompromising quality. Each garment is crafted from premium organic Pima cotton, selected for its softness, breathability, durability and gentle feel against delicate skin. Clean silhouettes, carefully considered details and a soft, timeless colour palette give the collection an elegant yet practical appeal.
Wholesale enquiries: info@manillafashion.com
INDX National Kidswear & Footwear Show will return to Cranmore Park, Solihull, on 14-15 February 2027. For further information, exhibitor enquiries and visitor registration, please click here.