Arcadia’s out-of-town multi-fascia concept Outfit is launching a style-led kidswear brand.
The autumn 17 collection for the new line, called Outfit Kids, will be on sale in early September. A partywear collection will follow later in the season.
The collection is aimed at boys and girls aged between 18 months and 12 years. Retail prices range from £7 to £45.
The range will be sold in selected Outfit stores, a number of larger Dorothy Perkins and Burton stores, and online via the Dorothy Perkins, Burton and Wallis websites.
Arcadia also plans to wholesale it to current and new partners globally.
Mitch Hughes, buying director at Burton, said: “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.”