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Kidswear brand Smalls to launch collection for adults

Merino wool kidswear brand Smalls is gearing up to launch a range of basics for adults, and has added babywear to its offer for autumn 16.


Smalls 506

Smalls 506

The brand, which is stocked in Selfridges and London kidswear indie Igloo, launched in 2014 with a collection of six styles for children aged two to 14.

It is now launching a collection for babies aged from birth to two, comprising tank tops, bodysuits, trousers and blankets. Wholesale prices range from £7.81 to £36.

Smalls is also developing a collection of basics for women, featuring adult versions of its merino camisole, long-sleeved tops and “24-hour trousers”, which can be worn as daywear, loungewear and activewear, for autumn 16.

It will be sold directly through its site initially, before being wholesaled in future seasons. Prices are still being finalised.

Wholesale prices for the kids’ collection, which uses Zque merino wool that can be traced back to the herd of origin, range from £7.81 for a T-shirt to £27 for a pair of “24-hour trousers”.

Smalls will launch its kidswear range in Australia later this month, through Melbourne-based distributor Agent88.

Cat Pharo, who co-founded Smalls with friend and business partner Emma-Jane Adam, a fellow New Zealander who has settled in the UK, said: “Since we launched Smalls, we’ve been asked countless times when we are going to move into adult and baby ranges. This was therefore a very natural progression for us.

“Our customers love the durability of our kids’ range and can see the value in it for adults, too. Buying multi-packs of disposable budget cotton tops is now seen as quite wasteful.”




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