Superdry has entered a significant licensing agreement with Next.
- A new kidswear range is set to launch on Next’s platform and select stores.
- The collection draws inspiration from Superdry’s archives, offering varied clothing.
- Focus on quality material, including organic cotton and recycled yarn.
- The collaboration enhances Superdry’s entry into the children’s fashion sector.
Superdry has embarked on a promising new venture by securing a licensing agreement with Next, allowing the fashion brand to introduce its debut kidswear collection. This collaboration is set to roll out on Next’s ecommerce platform and will be available in select UK stores, marking a noteworthy expansion of Superdry’s product offerings.
The kidswear collection, boasting 95 pieces, is crafted in partnership with the Superdry design team, seamlessly blending the brand’s distinctive style with children’s fashion. The collection is designed for children aged two to 10 and features an array of attire including outerwear, T-shirts, sweatshirts, polos, and dresses.
Starting from October, customers will find the collection on Next.co.uk, with a wider store release expected in November. Notably, the collection emphasises high-quality fabrics, prioritising the use of organic cotton and recycled yarn. This move is aligned with increasing consumer demand for sustainable clothing options.
Julian Dunkerton, CEO of Superdry, shared insights on the development of this collection: “We started discussing [the collection] in January. Next will be predominantly UK, and we are opening it up to all our agents and distributors around Europe [from January 2025].” This strategy underscores the brand’s commitment to expanding its European footprint.
Next’s CEO, Simon Wolfson, expressed enthusiasm for the collaboration, highlighting the longstanding relationship between the two brands. This partnership also signifies a growth area for Next, which has steadily enhanced its childrenswear licensing business over the past two years, partnering with brands like Clarks, Reebok, and Paul Smith.
The financial results for Next demonstrate a promising trajectory, with a 27% increase in full-price sales within its childrenswear licensing division, reaching £32.7 million in the year leading up to 27 January. This performance emphasises the potential success of the Superdry collaboration within Next’s thriving portfolio.
The partnership between Superdry and Next represents a strategic expansion into kidswear, promising to blend style and sustainability.
