Morrisons’ kidswear label Nutmeg is aiming to introduce “fabrics you wouldn’t associate with supermarkets” when it tweaks the range for autumn 13, its second collection.
Flannel, checked denim, quilting and plush linings are all among the fabrics being considered for its second range, following its spring 13 launch last month.
We’re looking into fabrics you couldn’t normally achieve at or associate with a supermarket,” said head designer Katy Percival. “We want to create interest texturally and through colour and print.”
Nutmeg launched with between 5,000 and 7,000 SKUs per style, but Morrisons plans to increase this to 9,000. The first collection has up to 800 styles in total and this is not expected to change.
Nutmeg has already sold out of key pieces such as girls’ photographic-print sweatshirts (pictured left) and has had “real success” with boys’ chinos and shirts.
Percival said she hoped the supermarket would give clothing greater floor space after its initial success – Nutmeg is currently confined to 1,000 sq ft shop-in-shops in 130 stores.
“We’re here in the first place because the customer said they wanted it,” she said. “They just have to keep shouting.”
But Percival said there were no imminent plans to expand into adult clothing, saying only that was “an ambition for the future”.