Morrisons’ kidswear line Nutmeg could enter 300 of its stores in the next couple of years as the supermarket chain looks to build the brand nationwide.
Nutmeg, which launched into 80 stores 10 weeks ago, has already expanded to 130 stores and is moving into three new branches every week.
Head designer Katy Percival said it would be available at 200 locations by the end of the year but there was an “appetite to go on to more”.
However, there are still no plans for Nutmeg to be made available online as Morrisons will not have a transactional website for its food arm until next February. Clothing is expected to follow, but there is no timeline as yet.
The team also insisted it was still focusing on kidswear – the autumn 13 range has built on the launch collection, with a bright “happiness” theme complementing a more muted “craftwork” theme – and had no plans to launch adult clothing.
“We have no fixed plans to do that, we just want to concentrate on kids,” Percival said. “We would have to do lots of research first into what customers would want [from an adult range].”