Browns to enter kidswear category, promises "surprise collabs"

By

Sandra Halliday

Published
May 19, 2021

Browns is the latest upscale retailer to launch into the kidswear sector with the Farfetch-owned business to add a children’s offer from this summer.

It will debut with more than 35 brands “from the established to the next generation, alongside some cult kidswear favourites”. And there will be a series of exclusive capsules “from brands that are entirely new to the kids’ world”, we’re told. 

It’s clearly a deep dive on the part of the company and covers a wide age range from newborn through to 16 years for apparel and accessories, “all with a Browns twist”.

The company said it was important that the launch continued its tradition of supporting and nurturing new talent and that it wanted to involve “the next wave of creatives, giving our platform to the kids that will shape the future of the industry — and the fashionistas who will don this stylish new edit”.

What that all means for now, pre-launch, is “a playful facelift on the iconic Browns logo with kids of Browns employees given free rein to illustrate on, doodle over and fill in the gaps, creating a series of fun, optimistic images that celebrate individuality and embody the Browns community spirit”.

The retailer’s Buying Director Ida Petersson said the new move is “a natural evolution for Browns and we felt we could really have some fun here. We want to create a destination for kids and their parents that evolves beyond clothing and a place where luxury meets the unexpected with some surprise collaborations in the future.” 

And Womenswear Buying Manager Holly Tenser, who will oversee the buy for the department, added that the company has “some really incredible brands launching that will really resonate with the Browns community who have such a love for fashion”.

Tenser is working with Hannah Burns on the new development. Burns recently joined Browns as Kidswear Buyer reporting directly into Tenser. She was previously at Harrods and most recently as Childrenswear Buyer at MyTheresa “where she built the department”.