Designer independent Croc & Co will replace its kidswear department with an accessories offer after difficult trading in the category.
Croc & Co, which also sells upmarket womenswear and menswear, will turn its 660sq ft kidswear department called Crocodile Tears into an accessories offer in August, which will sell handbags, jewellery, scarves and cufflinks for men and women.
After selling kidswear for more than seven years, Caroline Botwright, owner of the store in Great Dunmow in Essex, said trading had worsened in the category and that an accessories offer would complement the better performing men’s and women’s departments.
“We had no choice but to stop selling kidswear. It has been an uphill struggle,” she said. “But our existing accessories offer has been doing really well for us, so it makes sense for us to have a dedicated accessories area to complement the adult clothing ranges.” Catimini, Diesel and Timberland are among the kidswear brands that will be axed by Croc & Co.
Botwright said the store would be the only Essex stockist of bags by accessories brand Anya Hindmarch, but declined to comment on other brands that would form part of the new accessories department.
“We’re keeping our brand mix under wraps until August as there is a lot of competition around,” she said.
The new accessories area’s storefit will be in keeping with the rest of the 2,000sq ft shop.
The kidswear rails will be replaced by antique furniture and the area will be decorated with the same walnut colour palette as in the remainder of the store.
Croc & Co’s womenswear brands include See by Chloé, Hoss Intropia, Diesel and Juicy Couture, while its menswear offer features brands such as Paul Smith, Nicole Farhi, Ralph Lauren and John Smedley.
The business also has a transactional website featuring a members’ area, which keeps customers up to date with in-store news and promotional offers.