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Kidswear brand relaunches with new identity

Kidswear brand Deluna Kids is relaunching for spring 13 with a new identity.

The business has refocused the brand image after having a season’s break for autumn 12.

Brand director Andrea Covington said: “The identity is stronger; it’s a brand that is based in London but is really international.”

The new range, for girls aged 18 months to seven years, is a Spanish-inspired collection featuring asymmetric ruffled dresses and printed jumpsuits.

Boyswear has been dropped for Deluna’s first season back. Covington said the business was looking to reintroduce the category, although could not give a timeline.

Deluna Kids’ ecommerce site will also re-launch on March 19, complete with new imagery and styling.

Covington added: “Our customers are based in 25 different countries so we want to really reflect that. The new site will feature a travelogue and a map to show where our consumers are based.”

Online sales make up 75% of sales at the moment and Covington said we are “absolutely looking to grow that”.

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