John Lewis revamps its own-brand with tween range
John Lewis has announced an expansion of its children’s fashion business, as it looks to significantly grow its share of the UK market.
According to Mintel, the kids’ clothing market will be worth £7.3bn by 2027 – up from £6.8bn in 2022.
While John Lewis currently holds a 16% share of the UK nursery market – selling one in three (34%) of all pushchairs in the UK – that is not significantly maintained beyond a child’s early years.
The new collection for children from aged 2-6 and 7-12 sets out the retailers ambitions to grow market share in this category.
This step change has been built around customer insight that tweens don’t want to shop younger collections. In a recent study with parents, John Lewis noted that most children begin to develop their own views on fashion and their style at seven, as they find a voice on what they do and don’t want to wear.
Naomi Simcock, Executive Director for John Lewis, says: “We’ve long been trusted by families and have strength in the nursery and baby market. Through expanding our kids’ range, we’re excited to be there for even more customers, at every stage of family life.
“Not only have we expanded our kidswear range, we’ve made it more stylish – taking inspiration from 90s trends, with bold prints and colours – and have innovative plans to make it a focal point in our shops.
“This is also our first big campaign to back our new brand promise – to be there for ‘all life’s moments’. We’re not just here for the milestone moments, but all the everyday ones in between.”
“It’s that age where you want to start creating your own sense of style, and we knew that simply scaling up our range for younger kids wasn’t going to cut it any more. Now we’ve got exciting options, designed specifically for older children – helping them shape their own look.”
“There’s no denying that parenting can be expensive,” continues Naomi. “So as well as making sure we’ve got great prices, we’ve focused on quality – creating and curating items that kids can love, use and pass down.”
