Lyle & Scott, a British heritage brand, has announced that it will bring its kidswear business in-house for the Spring/Summer 2024 season, as part of its wider strategy to enhance the brand’s appeal.
The move is expected to help the brand expand its global wholesale business, which currently operates in 42 countries and has over 2,000 accounts, including some of the largest online fashion retailers such as Zalando and Boozt.
The brand’s CEO, Philip Oldham, acknowledged the hard work and dedication of its licensing partner, BMG, in transforming Lyle & Scott’s kidswear business over the last seven years. However, as the brand’s global presence expands, he believes it is the right time to take the business in-house and push for Lyle & Scott’s kidswear to cover the rest of the world.
CEO Philip Oldham added, “The time is right for us to build on the brilliant work our licensing partner BMG has done in transforming Lyle & Scott kidswear over the last seven years. As [our] global presence expands, now is a perfect time for us to pick up the mantle and really push for Lyle & Scott kidswear to cover the rest of the globe.”
The in-house kidswear business unit will be led by Alex Foley, who will be responsible for unifying experiences, personality and appeal, and extending the brand’s target age range from six months to 60 years old. Foley sees this as a privilege and an opportunity to meet the needs of the next generation of customers and their parents, and support Lyle & Scott’s direction for the coming years of success.
Foley added “It is a privilege to pick up the kidswear baton from BMG and build on its brilliant work to date. We have formed a fantastic team to ensure Lyle & Scott absolutely meets the needs of our next generation of customers and their parents. This new strategic pathway will help support Lyle & Scott’s direction for the coming years of success.”
Overall, bringing the kidswear business in-house is a strategic move for Lyle & Scott, as it aims to expand its global reach and enhance its brand appeal. With the right leadership and focus, the brand hopes to succeed in the highly competitive fashion industry.
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