Kidly, the clothing brand for children aged up to five, has launched a collection on Next’s Total. The move comes as Kidly looks to increase its presence in the UK and international markets. The company has been focused on growing its direct-to-consumer business, but this partnership will help it reach a wider audience. Kidly Label is the latest to join Next’s stable of brands.
Through the partnership, a certain product range will be offered for sale on Next’s platforms in the UK and abroad. Best-selling daywear, sleepwear, footwear and outerwear items from Kidly’s Autumn/Winter collection will make up the inaugural offering.
Kidly said the partnership will enable it to increase brand awareness across its target market, deliver incremental sales, and access new international markets. The products are made from recycled and natural materials, including Global Organic Textile Standard (GOTS) certified organic cotton and OEKO-TEX-certified (tested for harmful substances) dyes.
Retail prices range from £ 18 for joggers to £ 45 for padded jackets.
The company’s Chief Executive and Founder James Hart said: “This partnership represents an exciting next step in the growth of Kidly Label. This is the first time our products are available outside the Kidly ecosystem and we are thrilled to be partnering with one of the UK’s best-loved retailers.
“We’ve worked closely with the Next team to deliver a collection that will add our design-led and sustainable products to their already impressive kids’ range, and we look forward to seeing the reaction from Next customers.”
The partnership is being managed by Kidly’s newly appointed Trading Director, Janette Delaney, who previously worked with Topshop and Mothercare.
Former Asos-ecommerce Director Hart founded Kidly in May 2016. It sells directly to consumers through its store at St Albans and its website, which features more than 300 brands and its own brand, Kidly Label.
Next’s Total Platform, which offers third-party brands access to the retailer’s online logistics and back-end systems, was launched in April 2020. Its business model is based on commission on sales made via the websites that it operates in full on behalf of the brands.
Earlier this year, Next purchased 44 per cent shares of JoJo Maman Bébé, a premium maternity and childrenswear brand, and announced that the brand’s website will be contracted to Next’s Total Platform arrangement on a commission basis in mid-2023.
