Kidswear Collective, the UK’s fastest-growing consignment platform specialising in pre-loved and past-season designer baby and kids’ fashion, has acquired secondhand luxury childrenswear reseller, Cheeky Cherub.
Cheeky Cherub was founded in 2020 by Erika Abd-Allah and Lucy James, two friends and mothers who were inspired to play a role in the circular economy. Primarily an online business, Cheeky Cherub also opened a standalone shop in St John’s Wood, NW London. The acquisition further cements Kidswear Collective as the leading resale platform, providing customers with an even wider choice of luxury baby and kids’ fashion.
Following significant growth over the past 12 months, Kidswear Collective has opened a new warehouse and fulfilment centre in London that will house its state-of-the-art processing facility. Furthermore, as well as selling online, Kidswear Collective is available in three Selfridges stores and Selfridges.com; two Fenwick stores; Bentall’s Kingston, and Galeries Lafayette, Doha.
In addition to pre-loved fashion, Kidswear Collective has extended its offering to include past-season fashion, working in partnership with over 50 luxury kidswear brands. Recent accolades for the business, meanwhile, include winning Gold in the Pre-Loved category in the City Kids Magazine Green Awards; finalist in the Draper’s Sustainable Fashion Awards in the ‘Ones to Watch’ category 2023, and runner-up in the Marie Claire Sustainability Awards.
Commenting on the acquisition is Kidswear Collective co-founder, Shoshana Kazab.
“We are passionate about changing the perception of what pre-loved fashion looks like and we are excited about bringing Cheeky Cherub’s community into the fold. We are enormously proud of what Erika and Lucy have achieved and helping to set a high bar for pre-owned childrenswear.”
Erika Abd-Allah, Cheeky Cherub’s co-founder, adds: “We are thrilled to be part of the Kidswear Collective family and want to express our heartfelt gratitude to our sellers and customers for their loyalty and support throughout our journey to make the childrenswear space circular and parents’ lives as easy as possible. We know they are in the very best of hands with Kidswear Collective.”
Cheeky Cherub’s inventory will be on-boarded onto the Kidswear Collective platform in the coming months and migrate onto the soon-to-be-launched digital platform. For more information on Kidswear Collective, please click here.
