Women’s young fashion brand Rare London has been joined by a younger sister label with the launch of a girlswear collection.
Parent company Fashion Finder has created Rare Rebels to introduce younger shoppers to the brand.
Fashion Finder chief executive John Quinn said: “It seemed a natural progression because we get asked for kidswear all the time.”
The 40-piece collection, which is aimed at girls aged nine to 16, includes playsuits, dresses and separates in floral and tribal prints.
“We’re not doing tracksuits and usual kidswear - it’s party dresses and floaty, feminine, sophisticated pieces,” explained Quinn.
Wholesale prices range from £15 to £30. The range has already been trialled at home shopping retailer Shop Direct for autumn 12, but is available on short order to other retailers for spring 13.
Quinn said: “The success of the first collection last season, which was created to test the market, was so great that we are now committed to growing this side of our business.”
Rare Rebels is being targeted at a completely different set of stockists from Rare London’s wholesale customers. “We’re mainly targeting department stores with a teenage department,” said Quinn.