As part of its global growth plan, 149-year-old lifestyle brand Lyle & Scott is bringing its kidswear business in-house for s/s 24. The move is part of Lyle & Scott’s focus over the past 10 years to further enhance the brand’s appeal by creating collections developed to reach and resonate with anyone on the planet.

Commenting on the decision is Lyle & Scott CEO, Philip Oldham. “The time is right for us to build on the brilliant work our licensing partner BMG has done in transforming Lyle & Scott kidswear over the last seven years. BMG has nurtured and allowed our brand to prosper in this sector and we are grateful for its hard work and dedication.

“As Lyle & Scott’s global presence expands, now is a perfect time for us to pick up the mantle and really push for Lyle & Scott kidswear to cover the rest of the globe. We are thrilled to see the Eagle take flight to reach the next aspiring generation.”

Heading up Lyle & Scott’s new Kidswear Business Unit is Alex Foley. Foley will spearhead the brand’s drive to unify experience, personality and appeal, and is tasked with extending the target age range from six months to 60.

“It is a privilege to pick up the kidswear baton from BMG and build on its brilliant work to date,” says Foley. “We have formed a fantastic team to ensure Lyle & Scott absolutely meets the needs of our next generation of customers and their parents. This new strategic pathway will help support Lyle & Scott’s direction for the coming years of success.”

Bringing the kidswear business in-house is part of a wider strategic plan to help underpin Lyle & Scott’s retail rollout, which is scheduled to reach 26 doors by 2024 and includes specialist kidswear stores.

The expansion through kidswear will help drive the brand’s global wholesale business, which now operates across 42 countries and over 2,000 accounts, including Zalando, Boozt, De BIjenkorf and Printemps.