With its versatile casualwear, standout occasionwear, practical schoolwear and a new activewear range, Lelli Kelly Clothing is building momentum and giving childrenswear retailers even more reason to buy into the brand’s head-to-toe offer.
Following the s/s 26 launch of Lelli Kelly Clothing, UK licensee The Parently Group is sharpening its 2027 strategy around key product categories, styling versatility and schoolwear. Brand consultant Sharon Beardsworth reflects on how the apparel offer is evolving, from the growing importance of mix-and-match pieces to creating a more complete proposition for childrenswear retailers seeking both fashion appeal and commercial confidence.
“Within the Lelli Kelly fashion collection, the strength has been in the mix-and-match potential of the jersey and sweatshirting pieces,” says Beardsworth. “These are items that can be worn at any time of year, and they are perfect for layering up – as I sit here in mid-May with the heating on and a frost outside, I can totally understand why!
“Perhaps the biggest surprise has been the strength of Lelli Kelly Schoolwear, especially the success that many customers have had pre-selling the range. The Back to School (BTS) 2026 collection was an instant hit, and we have been receiving significant repeat orders even before we have delivered the first. With the changes in legislation around schoolwear, the timing was good for this launch, but, knowing the strength of Lelli Kelly’s school shoes, perhaps we shouldn’t have been so surprised.”
For the s/s 27 fashion collection, casual staples combining everyday wearability with the signature Lelli Kelly sparkle are taking priority.
Key pieces include T-shirts, hoodies, shorts and joggers enhanced with sparkly branding and a continuation of the ruffle trims that proved so successful for s/s 26. This season also sees the apparel pay tribute to the brand’s famous decorated canvas shoes, with a story built around a standout shoe print embellished with gems to appeal to all Lelli Kelly devotees.
“Casual with sparkle, and special occasion outfits with that distinctive Lelli Kelly touch, are the two areas that have proved to be most successful within the fashion offer,” continues Beardsworth. “The same colour themes run throughout the collection, giving infinite opportunities for retailers and consumers to create their own look – dress up jersey pieces by sitting them with a tulle skirt, or dress them down by teaming them up with running shorts. One of my very favourite pieces is the bomber jacket, which just pulls everything together beautifully.”
New for the season is Active Essentials, which sees sport, fashion and Lelli Kelly glamour come together. Designed for girls who love dance, gymnastics, running, or simply looking stylish, the story includes leggings and shorts with a print incorporating the brand’s signature decorated canvas baseball boot, in colours that coordinate across the wider collection.
With fashion, activewear and schoolwear now sitting side by side, the Lelli Kelly apparel offer is intentionally becoming more rounded and commercially relevant for independent retailers. As well as helping retailers build a stronger Lelli Kelly destination in-store, it offers product that can work for multiple buying needs while still retaining the distinctive personality that sets the brand apart.
“I think versatility within collections is essential these days,” adds Beardsworth. “Changing weather patterns, pressures on the cost of living, and with so many brands chasing their bit of an ever-more competitive marketplace, Lelli Kelly has to earn its place in any retailer’s shop or girl’s wardrobe.”
One of the brand’s most significant growth areas is schoolwear – and it’s not just designed to appeal to schoolwear specialists.
As part of the wider Lelli Kelly proposition, it gives childrenswear retailers a natural way to build on the brand’s established footwear reputation and growing fashion collection, helping them expand their offer and attract new customers. That opportunity has become even more relevant as school uniform regulations move towards limiting compulsory branded items, opening the door for more generic products alongside core branded pieces. Consequently, Lelli Kelly Schoolwear is well positioned not only for traditional schoolwear specialists but also for the boutiques open to offering a Back to School range from a trusted fashion-led brand.
“For childrenswear retailers, Lelli Kelly Schoolwear is an easy introduction to the potentially very lucrative area of schoolwear retail,” continues Beardsworth. “Every garment has Lelli Kelly branding and design details that you expect to find in a fashion collection – ruffles, bows, and a little bit of sparkle.
“There are also rucksacks, pencil cases and lunch boxes, and coats available in both traditional school colours of black and navy, but also fuchsia pink and in Lelli Kelly bespoke prints, providing an easy bridge from fashion to Back to School. Alongside some design tweaks to the garments, the 2027 schoolwear collection includes more colourways and accessories, as well as some gingham dresses that are so pretty that girls won’t want to take them off at the end of the day.
“In terms of value for money, the schoolwear is incredibly good – it combines the design of Lelli Kelly with the practical know-how of one of the leading school uniform producers in the UK. The retailers clearly recognised this, and parents will soon find out how hard-wearing and easy to care for the fabrics are.”
Looking ahead: a broader retail opportunity
For childrenswear independents looking to strengthen their offer with a recognisable name, Lelli Kelly Clothing’s s/s 27 and BTS 2027 collections signal a broader and more commercially rounded proposition. With fashion, schoolwear, activewear and footwear all working together under one established identity, Lelli Kelly Clothing offers retailers the opportunity to build a varied offer to appeal across seasons and occasions.
Buyers can view Lelli Kelly’s s/s 27 clothing and footwear collections at INDX National Kidswear and Kids Footwear Shows, and Playtime Paris. The BTS 2027 collection will be available at The Schoolwear Show in October. The Lelli Kelly agent team will have full sets of samples available for viewing. For details of the relevant local agent, please contact Sharon Beardsworth at rsbsharon@gmail.com. Alternatively, click here for further information.