Superdry has launched its maiden kids wear collection in partnership with retailer Next. The collection will be available on Next's online platform and select UK stores. Under this licensing agreement, the retailer Next will design, manufacture, and distribute the 95-piece collection, created in collaboration with Superdry's design team. The range will include outerwear, T-shirts, sweatshirts, polos, and dresses for children aged two to ten, drawing inspiration from Superdry's iconic archive styles.
The collection will debut online at Next.co.uk next month, with a physical launch in five selected Next stores in November. Julian Dunkerton, CEO, Superdry, shares, while Next will primarily focus on the UK market, it will also offer the collection to its agents and distributors across Europe starting from January 2025.
Next has been expanding its childrens wear licensing portfolio in recent years, bringing in brands like Clarks, Reebok, and Paul Smith in 2023/24, with All Saints and Superdry joining this year. According to its latest financial results, the retailer’schildrens wear licensing division experienced a 27 per cent increase in full-price sales, reaching £32.7 million for the year ending Jan 27, 2024.
