John Lewis is expanding its children’s fashion business, including its first ever own-label ‘tween’ collection for 7-12 years. As the retailer looks to significantly grow its share of the UK kidswear market, the new collection features over 2,100 more lines as well as 10 new fashion brands for s/s 23.
While John Lewis currently holds a 16% share of the UK nursery market, that is not significantly maintained beyond a child’s early years. The retailer’s new offer for children aged 2-6 years and 7-12 years will meet the needs of families as their children grow up. The move also reflects changing consumer behaviour, with customers reporting their older children want to have more fun with clothing and are increasingly interested in what they wear.
According to Mintel, the kids’ clothing market will be worth £7.3bn by 2027, up from £6.8bn in 2022.
Commenting is Naomi Simcock, executive director for John Lewis. “We’ve long been trusted by families and have strength in the nursery and baby market. Through expanding our kids’ range, we’re excited to be there for even more customers, at every stage of family life.
“Not only have we expanded our kidswear range, we’ve made it more stylish – taking inspiration from 90s trends, with bold prints and colours – and have innovative plans to make it a focal point in our shops. This is also our first big campaign to back our new brand promise – to be there for all life’s moments. We’re not just here for the milestone moments, but all the everyday ones in between.”
This year also sees the first children’s ranges from John Lewis’ Director of Design for Fashion, Queralt Ferrer. Ferrer joined the Partnership in September last year. As well as holding senior design roles for Massimo Dutti and Marks and Spencer, Ferrer founded the premium childrenswear brand, Five of Us.
The relaunch will introduce a more modern aesthetic. And, for the first time, John Lewis’s own brand collections will target two distinct age groups; ‘youngers’ aged 2-6 years and ‘tweens’ aged 7-12 years. This step change addresses customer insight that tweens don’t want to shop younger collections. In a recent study with parents, John Lewis discovered most children begin to develop their own views on fashion and their style at age seven.
John Lewis’s tween range draws heavily on the return of 90s trends. Expect oversized hoodies, logo T-shirts and wide-leg cargo trousers in a monochromatic colour scheme.
In addition to the John Lewis and ANYDAY ranges, the retailer is also bringing on new labels. For instance, Petit Bateau, JoJo Maman Bebe, Mintie by Mint Velvet and Ted Baker. This is alongside new affordable brands including Jack and Jones, Mango, Gap, Cotton On, Only and Angels by Accessorize.
“There’s no denying that parenting can be expensive,” continues Simcock. “So, as well as making sure we’ve got great prices, we’ve focused on quality – creating and curating items that kids can love, use and pass down.”
