A source close to the business said the kidswear department would be given “considerably more square footage”. She added that there was also potential for further roll-out to the retailer’s other stores in the UK.
One kidswear brand that supplies Selfridges welcomed the move. The suppler said: “Kidswear is doing really well at Selfridges so it makes sense to refit and expand the department. I think it will bring in more brands and maybe streamline the categories that aren’t doing as well to accommodate a bigger kidswear department.”
Selfridges buying manager for childrenswear Lynne Crook declined to comment on the changes, but said kidswear had reported phenomenal growth this year. “Sales are up in the high double digits across all stores against last year and we’re looking at future opportunities in kidswear,” she added.
For autumn 07, Selfridges took on new brands I Love Gorgeous, which is exclusive to the store, Joe Black, Cavalli Baby, Chloé and Sonia Rykiel. It stocks about 100 kidswear brands in total, including Caramel and Ollie.