Joe Browns launches trial kidswear graphic tees collection

By

Nigel TAYLOR

Published
Nov 29, 2021

UK home and fashion retailer Joe Browns has moved into kidswear, launching a trial capsule collection of graphic T-shirts.

The retailer said the addition of the new collection supports Joe Browns’ wider ambitions “to deliver £100 million sales by 2026”.

The 'Mini Me' collection comprises 12 pieces for ages 4-10 with six options each for boys and girls. Each item is priced £12.

The range is designed with a “unique standout print and confident fun colours”, the retailer said. With the festive season key, the range also includes prints with Christmas trees, reindeers, and stags.

A variety of other designs range sunflowers, bees, a tiger, graphics inspired by the Mexican Dia de los Muertos Festival, a print using linear diagrams of motor parts and a fox and flowers.

Jane Reik, buying director at Joe Browns, said: “For some time customers have been asking us about childrenswear. 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.”

The retailer has been expanding its offer, adding ‘Sloe Joes’ loungewear and additional homewares.

Last month, Joe Browns said that £100m sales target by 2026 represents a 138% increase on current turnover to be achieved “through the further democratisation of its brand”. This follows an "especially strong" start to the AW21 trading period, with cumulative growth of 68%.