Superdry has entered a licensing agreement with Next to launch its first kidswear range.
- The collection will be available online through Next’s platform in October and selected UK stores by November.
- Next will design and manufacture the 95-piece collection with Superdry, targeting children aged two to ten.
- The collection will focus on high-quality, sustainable materials, including organic cotton and recycled yarn.
- Next has shown substantial growth in its childrenswear licensing, with significant year-on-year sales increases.
Superdry has announced a new licensing agreement with Next, marking its venture into the kidswear market. This collaboration will see the introduction of Superdry’s inaugural children’s clothing line, set to be available online on Next’s platform by October and in select UK stores by November.
This strategic partnership involves a coordinated effort where Next will not only distribute the range but also partake in its design process. The 95-piece collection, inspired by Superdry’s archive, includes diverse clothing such as outerwear, T-shirts, sweatshirts, polos, and dresses. This range targets children aged two to ten, providing a wide array of options for both boys and girls.
A key feature of the collection is its emphasis on sustainability. The use of high-quality fabrics, with a particular focus on organic cotton and recycled yarn, aligns with current sustainability trends in the fashion industry, reflecting both brands’ commitments to environmentally responsible practices.
Superdry’s CEO, Julian Dunkerton, expressed enthusiasm about expanding the brand’s reach, stating that the collaboration with Next will cater predominantly to the UK market, with plans to engage agents and distributors across Europe starting January 2025. Dunkerton highlighted the alignment between Superdry and Next, offering an exciting opportunity to infiltrate a younger market segment, where Next already thrives.
Next CEO, Simon Wolfson, lauded the partnership as an extension of an already strong relationship with Superdry. He noted Next’s recent success in the childrenswear licensing domain, referencing a 27% year-on-year increase in full-price sales to £32.7 million. This success underscores Next’s strategic focus on broadening its children’s clothing offerings by teaming up with notable brands like Superdry.
The Superdry and Next partnership exemplifies strategic alignment and shared goals in expanding sustainable kidswear offerings in the UK and beyond.
