Pre-loved baby and kids’ luxury website Kidswear Collective is opening a three-month pop-up in Selfridges, Oxford Street.
Officially launching on Monday 16 March, the 43 sq. m pop-up curated by Selfridges will be located on the fourth floor of the department store. It will stock items for babies, boys and girls, including clothing, footwear and accessories.
Launched just over a year ago, Kidswear Collective is the brainchild of Shoshana Kazab, a veteran in the kidswear industry.
Kazab is also the founder of Fuse Communications, which for the past 15 years has been the leading kids’ PR agency working with luxury fashion brands such as Il Gufo, Marie-Chantal, Mischka Aoki and Rachel Riley.
“The launch of the platform was in response to customers’ desire to shop in a more sustainable way, particularly when it comes to fashion,” says Kazab.
“I’m very fortunate to have worked with the top influencers and some of the best brands. I wanted to find a way to create something very special which could address our urgent need to reduce waste in the fashion industry, but also make available designer pieces at affordable prices.”
Kidswear Collective sources stock from multiple channels including private sellers, samples and garments used in fashion shoots.
Kazab continues: “Our aim is to change the perception of what pre-loved is in peoples’ minds and demonstrate that buying pre-loved baby and childrenswear is a ‘no-brainer’; particularly when we think about how quickly they grow out of things.
“We are passionate about extending the lifecycle of luxury clothes and offering a first-hand experience to all our customers. We are incredibly excited to partner with Selfridges – which are trailblazers in sustainable initiatives – to help us translate the online experience into a physical space.”
Regular stock rotation will enable the pop-up to showcase as much of the range as possible.
Helen Attwood, Selfridges’ kidswear buying manager, adds: “We are so excited to launch this first-of-its-kind partnership with Kidswear Collective.
“It’s a unique concept that allows us to experiment with a new retail model while extending the lifespan of pre-owned children’s clothing and offering our customers a new way to buy – and sell.
“The addition of Kidswear Collective to Selfridges brings a bold and engaging new dimension to the kidswear environment in our Oxford Street store.”
Kidswear Collective stocks pre-loved designer pieces from over 250 brands. These include Burberry, Gucci, Moncler, Dior, Stella McCartney and Chloe. Discounts are up to 80% off the original retail price.
Prior to cleaning, photographing and carefully storing all items until sold, Kidswear Collective carries out its 8-step inspection process. This ensures selection of only the highest quality pieces.
It also donates up to 5% of all sales to the NSPCC. Plus, anything that doesn’t sell is donated to the family charity, Little Village.
Another feature of Kidswear Collective is that it works with popular influencers. For instance, The Fashion Bug Blog, Louise Roe and Juliet Angus. Influencers have their own pages on the website where customers can shop their collections.
“Influencers have a huge fan base,” says Kazab. “Having them involved means their followers can shop their favourite looks and can also be alerted when new pieces arrive. It’s a real coming together of the industry, which is why we called it a ‘collective’; it’s a great way for us to all support each other.”
Top image credit: Ulla Nyeman
