Outfit enters childrenswear arena

By

Barbara Santamaria

Published
Jul 24, 2017

This September will see Arcadia’s multi-brand retailer Outfit tap into a new market with the launch of a style-led childrenswear brand.

The move comes as retailers in the UK struggle to cope with lower consumer spending, uncertainty and a shift in consumer behaviour towards online.

Arcadia is looking to the childrenswear market as a new revenue stream as this is an area consumers are less likely to cut back on, and demand for affordable clothing for children is growing. 

Outfit Kids will provide on-trend looks for boys and girls aged between 18 months and 12 years old, with prices starting at £7 and rising to £45, said Arcadia.

The collection will be sold in selected Arcadia owned Outfit stores, in a number of larger Dorothy
Perkins and Burton stores, as well as online via the Dorothy Perkins, Burton and Wallis websites. There are also plans to wholesale to current and new partners globally.

"Launching a childrenswear range follows extensive customer research amongst families who shop across all the Arcadia brands, they told us that for their kids they wanted fun, stylish pieces that were good quality and that price was key. We listened, and delivered,” said Mitch Hughes, Buying Director.

Outfit Kids launches in early September with the AW17 range, with a partywear collection to follow later in the season.