Danish childrenswear brand, Wheat, has strengthened its retail presence in John Lewis stores and at johnlewis.com. The latest Wheat collections are now available at four John Lewis stores (Leeds, White City, Oxford Street and Peter Jones) as part of the John Lewis Kids’ Boutique, and also online at johnlewis.com.

Commenting is Aly O’Connell, partner and category lead at John Lewis. “I’m super-excited to have Wheat onboard at John Lewis, as we continue to diversify our Kids Brands offer. We recently launched the brand within our new Kids’ Boutique concept online and in four hero shops, including our flagship Oxford Street branch. The brand’s distinctive designs and Scandi aesthetic lends itself perfectly to this proposition, as well as aligning to our standards and ambitions for product quality and sustainability.”

 

 

Wheat offers childrenswear for 0-12 years using responsible and sustainable materials.

In-store at John Lewis, customers will find Wheat’s GOTS certified main range of knits, dresses, shirts and summer essentials featuring hand-drawn prints. Online at johnlewis.com, there are additional styles, rainwear and thermowear made from recycled materials.

Also commenting is Omar Kobzili, chief sales officer at Wheat. “We are thrilled to bolster our retail and online presence in John Lewis, one of the UK’s most trusted retailers. With John Lewis’ commitment to sustainability and investment into the Kids’ Boutique and introducing new brands to British parents, we are confident that this will be an extremely successful partnership.”

For UK wholesale enquiries contact jt@wheat.co.uk. Alternatively, click here to visit the brand’s website.