Little Classmates by The Parently Group is a new range of affordable, quality schoolwear for independent and specialist retailers. With supermarkets dominating low-price options, specialists have struggled to find reliable, well-made items at lower prices, especially as cost-of-living pressures grow. Parently Group’s launch of Little Classmates is designed to give retailers fast-moving stock that supports customer needs and business growth.
“We’ve been steadily building our family of diversified brands, and with parents’ spending increasingly split between premium and value options, we recognised a clear opportunity,” says CEO Kathryn Shuttleworth. “Retailers have told us there’s a gap in the market for affordable schoolwear for younger children, especially as they grow so quickly.
“With the introduction of the Children’s Wellbeing Bill and its uniform price cap, the timing feels right for specialists to step forward. By offering parents a one-stop shop that delivers reliable quality, value and choice, we can help them see the added benefits of buying from experts who truly understand schoolwear.”
What sets Little Classmates apart is its careful blend of affordability and quality, as well as its environmental credentials.
“This was an interesting project, because we had to engineer a product that helps our schoolwear retailers compete in a landscape where parents potentially have more choice over where they can buy from,” adds Ryan Cooke, Head of Product. “We understood that there was an opportunity for our schoolwear specialists to compete with the supermarkets if they had access to the right product, at the right price.”
The Parently Group’s legacy in schoolwear means fit and styling are tried and tested, designed to meet the expectations of modern parents. Little Classmates also enables retail partners to contribute to more sustainable clothing disposal practices, with many garments within the range being recyclable. This approach is particularly significant for white items, which are less likely to be suitable for passing down after a demanding school term.
“Little Classmates perfectly complements our broader vision of offering retailers a well-rounded, diversified portfolio that supports their growth,” continues Shuttleworth. “Through our emerging brands – Term Footwear, Grass & Air, and Lelli Kelly Clothing – we’ve seen a real appetite from independent retailers to expand into new, discretionary product categories that bring added value and choice for parents. The enthusiastic response to Little Classmates reinforces this trend. Retailers understand that our growing brand family is designed to help them meet changing consumer needs and diversify their offering in a challenging retail environment.”
With Little Classmates, Parently Group demonstrates its readiness to support retail partners, offering them more opportunities for cross-selling and reinforcing the enduring value of specialist schoolwear retailers in an evolving marketplace.
“We see Little Classmates becoming a key part of our schoolwear portfolio over time,” concludes Shuttleworth. “We can see the range developing around two key seasons: summer, with dresses, shorts and PE essentials, and Back to School, featuring trend-led items that refresh each year. For too long, supermarkets have been the default destination for parents buying uniform basics. We believe Little Classmates gives our retail partners a powerful way to win those customers back, offering quality, affordability, and style from a specialist they can trust.”
For enquiries, please contact info@parentlygroup.com or click here.