Premium independent OD’s Clothing in St Helens, Merseyside, is opening a kidswear store for autumn 17.
The 3,000 sq ft store, formerly occupied by charity Age, is opposite the retailer’s Drapers Award-winning menswear store and will stock 35 premium kidswear brands, including Lanvin, DSquared2, Philipp Plein, Stone Island and CP Company.
OD’s, now in its 25th year of business, currently stocks 18 kidswear brands in its womenswear store, which is around the corner from both the menswear shop and the new store.
The children’s shop will open at the end of August, and feature a footwear shop-in-shop and stock products for newborn to four years.
Owner Chris O’Dea told Drapers the new store opening was driven by the growth of its current kidswear business: “Kids’ is the fastest-growing part of our business. A few seasons ago we put more budget behind it and it has flown. I think social media has a lot to do with it: parents are seeing other kids dressed up in expensive brands and they want to do the same with theirs.
”The ’mini-me’ trend and anything very high end has phenomenal sell-through.”