Mothercare announces Julien Macdonald collaboration

By

Cajsa Lykke Carlson

Published
Feb 22, 2016

Mothercare, the British maternity and kidswear retailer, has a new collaboration for fashion-forward kids.

The retailer, in association with Select Licensing, has teamed up with British designer Julien Macdonald OBE. The resulting collection, Smile by Julien Macdonald, is aimed at newborns, babies and children aged 0-2 years.

It's set to launch in 70 UK stores and in Mothercare's stores in the Middle East. The line is divided into daywear and partywear, with daywear featuring animal and quirky character prints and playful slogans. The partywear collection has "some of Julien’s inimitable attention to detail," Mothercare said.

Karl Doyle, Mothercare’s Executive Group Product Director commented, “With Mothercare’s ongoing commitment to bringing new products to our customers, we are delighted to announce a new creative partnership with Julien MacDonald...The new range offers exceptional quality and affordable style and reflects what our customers tell us they want from Mothercare.”

The collection will retail for £10-£50 and be available in stores and online from April 20.

Mothercare recently posted a 4.2% increase in UK Q3 sales, helped by online sales, which now represent a third of Mothercare's total UK sales.