Online fashion retailer ASOS has entered the childrenswear market with the launch of branded kidswear from the likes of Tommy Hilfiger and Cath Kidston today (February 20).
The new range will be appear under the brand ‘Little asos’ and will offer 40 brands for babies up to 24 months and girls and boys age 2-6, with prices ranging from £6 to £120 for clothing and £4 to £120 for accessories.
Lee Kidz, the US denim label tots’ range, will be available exclusively in the UK via the site, and Bon Jovi’s Tico Torres rock and roll inspired designs will be available as an online exclusive. Catalogue brands Boden baby and mini collections will also be available.
The retailer says it currently has no plans to launch its own-brand kidswear.
The move will see Childrenswear shoppers have even greater access to choice and competitive prices this year following Shop Direct’s decision to revive the Ladybird brand at Woolworths.co.uk site.
The eight year old retailer, which has so far focused on clothing for 16-34 year old “fashion-forward” women, recently reported its sales were up 108% year on year in the 42 weeks to January 16, although it admitted it was not immune to the downturn and its margins had been slightly hit by promotional activity in the run up to Christmas.