Ted Baker will launch a kidswear collection for Designers at Debenhams this autumn as it aims to broaden its customer base beyond its wholesale and retail business.
The Baker, Baker Boy and Baker Girl collections will launch exclusively in 68 Debenhams stores in September. They will sit alongside the other Designers at Debenhams brands, including J by Jasper Conran, St George by Duffer and Rocha by John Rocha.
The Baker range will target boys and girls aged seven to 16, while Baker Boy and Baker Girl will be for children aged from nine months to eight years.
The collection, which will include about 120 styles, will be inspired by Ted Baker's "irreverence and quirky attention to detail", the brand said. It will be designed in-house at Debenhams, but the designers will work closely with Ted Baker's team.
No details on pricing were available as Drapers went to press.
Debenhams' kidswear offer includes schoolwear, footwear, swimwear and accessories. It targets kids from newborns to 16-year-olds.