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Tesco adds premium kidswear

Tesco is launching premium kidswear and babywear collections for autumn 08. The supermarket giant will launch kidswear label My Favourite Things into 95 stores in November.

Jan Marchant, Tesco category director of buying for women’s and kids’ wear, told Drapers that the quality of the new collection is a “notch above” the range offered by sub-brand Cherokee. “We’ve improved on everything, from the appliqué to embellishment,” she said.

My Favourite Things is for girls aged six months to six years and offers a range which includes dresses, jeans and T-shirts. Prices start at £5 for a top and go up to £12 for a velour dress.

The supermarket has also launched a premium babywear collection, Baby Boutique, as part of the Cherokee brand into 50 stores. Baby Boutique’s pricing is 15% above the core babywear collection and is expected to be rolled out to further stores in the future.

Earlier this year, Tesco launched Cherokee Authentic – a kidswear sub-brand for boys pitched above its core range.

Tesco has focused on dividing its clothing offer into two sectors – value basics and premium fashion. This is understood to be in response to tough mid-market trading.

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