Danish fashion house Bestseller’s maternity label Mamalicious is launching a kidswear sub-brand for spring 15.
Mini Mize is a 55-piece Nordic-inspired collection for newborn babies and boys and girls aged up to three. It features mini-me versions of clothing in the main Mamalicious range in muted colours including grey, white and navy.
Ditte Marie Bay, brand manager of Mamalicious, said: “One of the things the brand is loved for is our Nordic and Scandinavian approach to colours, prints and looks. We want to translate this into childrenswear, so your options are not limited to very vibrant colours and prints, but also include a calmer look and feel, with the emphasis on functionality, shape, fit and quality.”
Minimize will deliver six collections a year from February and also offers basic items including tights, leggings and bodies in bundles, to ensure the maximum sell-through on lower priced products in the range.
Wholesale prices start at £4 for a jersey top or leggings and go up to £10 for denim dungarees.
Mamalicious will be rolled out in Mothercare stores later this month as part of the retailer’s turnaround plan.