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Upmarket relaunch for Step2wo

The founders of kids' footwear company Buckle My Shoe are to relaunch and expand their Step2wo brand for autumn 07.

Designers Nick and Lulu Rayne are targeting the luxury market with their Italian-made brand, with wholesale prices from £20 to £35. They first launched the label in autumn 02 and ran it for three seasons, but it was a much smaller range aimed at the high street.

Following a soft launch for spring 07 in 100 outlets, including Pollyanna in Fulham and Jellyrolls in Leicester, Step2wo now has 150 styles for kids aged one to 12. It sits alongside kids' footwear by Prada and Dolce & Gabbana in a handful of 1,500 sq ft multi-brand kids' footwear concessions - owned and operated by the Raynes - in Harvey Nichols, Selfridges and Brown Thomas department stores.

The Raynes sold the rights to the Buckle My Shoe name last year to footwear group William Lamb for an undisclosed sum.

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