Superdry partners with Next to introduce its first kidswear line, expanding its fashion offerings.
- The collaboration will see the creation and distribution of a 95-piece kidswear collection.
- The clothing line targets boys and girls aged two to ten, focusing on sustainable materials.
- Available online from October, the collection will launch in select UK stores in November.
- Next’s CEO views this as an enhancement of their ongoing relationship with Superdry.
Superdry has partnered with Next to venture into the kidswear market, marking the launch of its maiden range for children. The agreement entails Next designing, manufacturing, and distributing a 95-piece collection, drawing inspiration from Superdry’s archives. This collection targets children aged two to ten and includes a variety of clothing options such as outerwear, T-shirts, sweatshirts, polos, and dresses.
Initial availability comes this October when the collection will be accessible via Next’s ecommerce platform. From November, it will expand to five selected Next stores across the UK. The range is crafted using high-quality materials with a significant emphasis on organic cotton and recycled yarn, reflecting a commitment to sustainability.
Superdry’s CEO, Julian Dunkerton, emphasized the strategic timing, noting discussions began in January with a particular focus on the UK market. He mentioned plans to broaden distribution through Superdry’s European agents and distributors starting January 2025. This collaboration is a strategic move for Superdry, aiming to tap into Next’s robust market presence in the UK.
Next has increasingly focused on developing its childrenswear licensing, having formed partnerships with brands like Clarks, Reebok, Paul Smith, and more recently, AllSaints and Superdry. In the past year, the retailer reported a 27% increase in full-price sales in its childrenswear division, reaching £32.7 million, highlighting its strong performance in the sector.
Simon Wolfson, CEO of Next, expressed satisfaction with the partnership with Superdry, stating, “We are pleased to be collaborating with Superdry on the design of a new range of children’s clothes, which Next will be manufacturing and retailing.” Julian Dunkerton added this collaboration presents a “fantastic opportunity for Superdry to expand into an area where Next already excels.”
This partnership strategically positions both companies to leverage their strengths in the expanding childrenswear market.