Joe Browns launches first own label childrenswear offering
Fashion retailer Joe Browns has launched its first childrenswear offering with a trial capsule collection of graphic t-shirts.
Priced from £12, the ‘Mini Me’ range comprises 12 items for four to ten year olds, with six options for boys and the same for girls. The prints feature “confident fun” colours as well three Christmas themed designs.
Jane Reik, buying director at Joe Browns, said: “Our unique, fun, handwriting, that takes its cue from a group of friends laughing, joking and being carefree sits perfectly with what both parents and children alike are looking for when it comes to their wardrobe.”
Joe Browns has recently announced that it is aiming for annual sales of £100 million by 2026, which is a 138% increase on its current turnover. This will be achieved through growing its customer base and expanding its existing ranges which also include homewares.
Reik added: “For some time customers have been asking us about childrenswear. Mini Me’ is a capsule collection to start the ball rolling, which we will continue to review to establish how well it performs and leans into our ambition to deliver £100 million sales by 2026.”
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