Luxury retailer Browns is expanding its offerings to cater to children by entering the kidswear market. The Farfetch-owned company plans to launch its children’s collection this summer, featuring over 35 brands that range from well-known names to emerging designers, as well as cult favorites in the kidswear world.
In addition to the carefully selected range of brands, Browns will also offer exclusive collaborations with brands that are new to the children’s fashion scene. The collection will cater to a wide age range, from newborns to 16-year-olds, and will include apparel and accessories that embody the unique style of Browns.
The introduction of the kidswear category aligns with Browns’ commitment to nurturing new talent and supporting the future of the fashion industry. The retailer aims to provide a platform for the next generation of creatives and individuals who will shape the industry’s future. As a pre-launch initiative, Browns has invited the children of its employees to give the iconic Browns logo a playful facelift, creating a series of fun and optimistic images that celebrate individuality and reflect the Browns community spirit.
Ida Petersson, the Buying Director of Browns, expressed excitement about the new venture, describing it as a natural evolution for the brand and an opportunity to create a unique destination for kids and their parents. Petersson also hinted at future surprise collaborations that will bring an unexpected twist to the luxury kidswear category.
Holly Tenser, the Womenswear Buying Manager at Browns, will oversee the buying for the kidswear department. She emphasized the strong connection between the Browns community and their passion for fashion, teasing the launch of incredible brands that will resonate with their loyal customers. Tenser will be supported by Hannah Burns, who recently joined Browns as the Kidswear Buyer. Burns brings her experience from Harrods and MyTheresa to help shape and develop the kidswear offering at Browns.
With its entry into the kidswear category, Browns aims to provide a curated and stylish destination for children and their fashion-conscious parents. The expansion into this market reflects the growing demand for luxury children’s fashion and the desire for unique and unexpected collaborations that set Browns apart from other retailers. As the launch approaches, fashion enthusiasts and parents alike can anticipate an exciting and innovative new addition to the kidswear landscape.
Useful links:
1. Farfetch
2. Browns Fashion
