Children Worldwide Fashion (CWF) is launching its first in-house brand for spring 13 in a bid to bridge the gap between designer and high street offers.
The French kidswear group, which produces brands such as Timberland and DKNY under licence, has created the Billieblush collection for girls aged from newborn to 12 years.
The 150-piece range includes key items such as a floral print vintage-inspired dress, a spotted transparent mac with matching wellies and a sparkly peach tulle skirt. Every outfit has handbag, footwear and hair accessories to match. Retail prices will range from £10 to £50.
Kevin Thompson, CWF managing director for the UK and Republic of Ireland, said: “We’ve created the brand to operate between our international brands and the high street.” He said CWF can create looks that complement and enhance its existing brand portfolio.
Billieblush will be distributed across Europe, the Middle East and Asia.