Superdry has announced an exciting collaboration with Next, marking its entry into the kidswear market. The partnership will see Next designing and distributing a captivating 95-piece collection for children aged two to ten.
- The collection draws inspiration from Superdry’s archival styles and features items such as outerwear, T-shirts, sweatshirts, polos, and dresses.
- This new venture by Superdry comprises high-quality fabric choices, notably organic cotton and recycled yarn, aligning with sustainable fashion trends.
- The collection will be accessible on Next’s website from October and in select stores from November, offering convenient purchase options to customers.
- Both Superdry and Next aim to leverage their strengths, with Next’s established presence in childrenswear poised to serve a younger demographic effectively.
Superdry has entered into a strategic licensing agreement with Next to introduce its first-ever kidswear collection. This collaboration, set to hit Next’s ecommerce platform by October and selected physical stores by November, brings forth a 95-piece collection designed to cater to children aged two to ten years.
Drawing heavily from Superdry’s rich design archive, the collection features a diverse range of items including outerwear, T-shirts, sweatshirts, polos, and dresses. This marks Superdry’s venture into children’s fashion, aiming to capture the essence of its brand while tailoring it for a younger audience.
The fabrics for this collection have been deliberately chosen, focusing on high-quality materials with an emphasis on sustainable options like organic cotton and recycled yarn. This move aligns closely with the growing consumer demand for environmentally conscious fashion choices.
During a discussion with Drapers, Superdry CEO Julian Dunkerton remarked on the promising nature of this venture, having initiated conversations about it as early as January. Dunkerton highlighted that following its launch in the UK, the collection is set to expand to European markets starting January 2025.
Next has been steadily expanding its childrenswear licensing portfolio, adding renowned names alongside Superdry, such as Clarks and Reebok. The retailer reported a significant 27% sales increase in its childrenswear sector over the past year, indicating a robust market position for this new range.
Simon Wolfson, CEO of Next, expressed enthusiasm over this collaboration, citing the long-standing relationship between the two brands as a foundation for future success. He emphasized Next’s role in manufacturing and retailing this new kidswear line, which underscores the company’s strengths in this area.
Julian Dunkerton further commented on the strategic benefits of this partnership, describing it as an excellent opportunity for Superdry to introduce its brand ethos to a younger cohort, while simultaneously benefiting from Next’s proven expertise in the childrenswear market.
This partnership between Superdry and Next represents a strategic expansion into the kidswear market, leveraging each brand’s strengths and offering a promising future.
