CWB learns more about the latest developments for Picture Book Fashion. From its collections, plans for overseas expansion and multiple awards, through to its work supporting independent retailers and the local community.

 

Picture Book Fashion (PBF) is the name behind popular kids’ clothing brands A*Dee, mitch&son, MiTCH and Little A. Based in Glasgow and sold in some of the finest boutiques across the UK, Ireland and the Netherlands, this company’s brands are becoming every kid’s go-to for fun and colourful looks for newborn to 14 years.

Founded in 2012, PBF’s first brand, A*Dee, arrived later that year; quickly becoming a favourite for girls looking to stand out from the crowd and for parents looking for quality clothing that doesn’t compromise on style. Ten years after its launch, A*Dee continues to introduce new and exciting pieces that kids can’t get enough of.

Both stockists and customers have come to expect high-quality garments with fun prints complete with perfectly matching accessories. The s/s 22 collection showcases exactly that, with beautiful embellishments and prints and four themes to choose from. A*Dee customers are going to love the head-to-toe looks that can be created from this season.

 

 

Mitch&son was the second brand launched by PBF in 2014 and has become a must-have for stockists and customers across the country.

The brand originally catered for 6 months to 6 years. However, 2021 saw the expansion of the brand with a dedicated babywear collection. Mitch&son mini encompasses everything customers have come to know and love about mitch&son, but with little ones in mind. With a selection of babygros, rompers and even a little tracksuit, this brand is now catering for newborn to 6 years. Just like A*Dee, mitch&son is known for creating full looks that work together. You’ll find perfectly matching jackets, socks, shoes and hats to complete your favourite mitch&son look. Customers can dress their boys with ease in perfectly matching, comfortable outfits.

Listening to feedback from its stockists, PBF discovered customers were keen for the mitch&son brand to also continue past 6 years, but with an older look, which is when MiTCH was born. Designed for active boys, this brand is for ages 6 to 14 years and features stylish looks with practicality in mind. With MiTCH only launching in s/s 20, this brand has gone from strength to strength in a short space of time. Older boys love the new MiTCH look and are still able to mix and match pieces to create a complementing outfit they know will look good and last.

 

 

Completing the PBF family is the newest addition, Little A.

The sister brand to A*Dee, Little A provides looks for newborn to 36 months. Customers can expect the same attention to detail and quality whilst providing some of the cutest looks for little girls each season. Little A offers a mix of dresses, legging sets, babygros and rompers. This is alongside perfectly matching jackets and accessories. This brand is quickly becoming a favourite among customers looking for baby and toddlerwear.

After such a difficult few years for the high street, PBF has done all it can to support stockists. Providing marketing support packages; social media guides to help stockists advertise online; plenty of point of sale ready for when their stores reopened; and ongoing social media promotion throughout. All this hard work was recognised when PBF’s key brand, A*Dee, won Kidswear Brand of the Year in the Drapers Awards.

Commenting on A*Dee’s win is the Drapers Independents Awards Judging Panel 2021. “This winner has become a firm favourite amongst independents for its bold prints and statement colours. The label has stepped up to help support independent stockists throughout the pandemic, offering marketing packages and promotional materials to help sell its products online.”

This, however, isn’t the only award PBF has won in recent years. It won multiple Loved By Parents Awards in 2020 and 2021 and Prestige Awards’ Kidswear brand of the Year in 2021. PBF clearly has some of the best-loved brands on the market.

 

 

Showing support

PBF is a huge supporter of the high street and independent stores. Subsequently, it avoids selling direct to consumers so as not to compete with its loyal stockists. Instead, the company places its brands in the high street and independent multi-brand stores, supporting them in selling their brands wherever possible.

Supporting the local community is another passion of the company. PBF’s charity partner, Quarriers, works with children and families across Scotland, with PBF donating clothing, equipment and resources to the charity whenever it needs. Quarriers Family Practitioner, Rhonda McInney, says, “The donations from Picture Book Fashion have been so welcome. Many of our families are coping with multiple challenges like ill health, poverty and trauma. The children have received beautiful but also essential items like winter coats that they just would not have had otherwise.”

Since the pandemic, PBF was also keen to work with Glasgow and District Youth Football League, which supports over 3,000 kids to play football every week. PBF is a proud sponsor of this league and contributes to any equipment, venue space and other essentials, helping continue its work with local children in and around Glasgow.

The future

With a brand-new office, warehouse and a growing team, PBF is now looking to extend its overseas business. Expansion into America and several EU countries is in the pipeline for 2022. It will, however, always continue to provide support and commitment to its stockists here in the UK and EU. This company is always one step ahead and ready for whatever 2022 has to bring.

You can see Picture Book Fashion at INDX Kidswear in January as well as Sunday School in the Netherlands, where the company will be showcasing its a/w 22 collections for the first time. Alternatively, you can check out PBF’s brands on its websites: www.picturebookfashion.com, www.a-dee.com and www.mitchandson.co.uk.