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Criminal Damage targets indies with kidswear

Young fashion brand Criminal Damage is targeting indies as it branches into kidswear for the first time this autumn.

The 30-piece collection, aimed at boys aged eight to 14, offers mini-me versions of Criminal Damage’s mainline: Nordic-print sweatshirts, varsity jackets, chinos, and skinny and carrot-leg jeans. Like the mainline it will be available at short order, with five to 10 new styles introduced every six weeks.

Wholesale prices range from £8 to £24, with a 2.7 mark-up.

The launch follows a trial period with a select number of retailers including Southeast mini-chain Base.

Sales director for Criminal Damage Sunny Aytan said he was aiming for the new collection to provide “additional growth from a very separate distribution channel”.

“There will be almost no crossover with our existing 155 stockists on the mainline, and as there are far fewer multi-brand kidswear retailers in the UK we will be keeping distribution very tight,” he added. “In the first season we are looking for no more than 25 accounts, made up largely of independents, with a small number of multiples and online.”

Aytan said the collection’s short-order nature was a key selling point, particularly since the economic downturn.  

“In the current climate, buyers are demanding collections that are available at quick response – collections that provide multi-brand stores the opportunity to compete with high street multiples on trend,” he explained.

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