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Published
Mar 30, 2016
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Debenhams: premium childrenswear brands see double-digit growth

Published
Mar 30, 2016

Parents are increasingly choosing to dress their children in a ‘mini me’ established brand, says British department store Debenhams as it reveals that its designer childrenswear brands are delivering a double-digit growth.


Baker by Ted Baker Spring/Summer Collection - Debenhams


Especially popular is the Baker by Ted Baker brand, which has jumped by 25% in sales in the last five years. Stocked in the UK, the Middle East, Russia, Cyprus, Iceland and Turkey, the range exclusive to Debenhams launched in 2012 and sells about 1.5 million units a year.

The rise is attributed to parents’ upgrading their children’s wardrobe and dressing kids as an extension to their own fashion image and also the increasing desire for children to receive clothes as part of their gift lists for Christmas, Easter and birthday.

“Where we see an average selling price of £9 on entry price point kidswear, we see that parents will happily upgrade to £20 an item on boyswear and £25 an item on girlswear for a more premium fashion brand,” says Childrenswear Head of Buying, Shani Delargy.

“Fuelling the demand is the ongoing pester power of both girls and boys who are keen to select their own clothing and are adding clothing to their holiday and birthday gift lists.”

During the Christmas season last year, the department store sold almost 60,000 Baker by Ted Baker units, while a total of 63,000 units were expected to be purchased this Easter.

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