Pure London will launch a kidswear show at July’s edition.
Kidswear brands already signed up include Hatley, 4Funky Flavours, Dekoz and Sugarhill Brighton.
The news comes weeks after kidswear trade show Bubble announced it was closing.
Julie Driscoll, managing director of Pure London said: “The children’s and maternity wear sector is worth $158bn globally and key trends such as ‘mini-me’ dressing, influential celebrity parents and an ever-increasing number of blogger parents who curate their kids’ Instagram feeds are driving more style-conscious parents looking for childrenswear that chimes with their own personal aesthetic and values.”
Pure runs from 22 to 24 July at Olympia London.