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Donna Ida responds to kidswear demand

Premium denim indie Donna Ida is entering the kidswear market this week to meet demand from its customers.

The indie, which has three stores in London - in Westfield London, Belgravia and Chelsea - will introduce kidswear in its Elizabeth Street store in Belgravia this week.

It will stock boys’ and girls’ jeans from premium jeans brands Notify and True Religion, and is also exploring bringing in kidswear from premium label J Brand.

Available for both boys and girls aged between two to eight years, retail prices range from £90 to £120.

Owner Donna Ida said: “The idea to launch kidswear came when we opened in Elizabeth Street. Customers have often asked if it’s something we would consider and when we opened here in February we felt the immediate sense of family and young children.”

The Donna Ida business, which celebrates its fourth anniversary this week, is taking part in a BBC TV show focusing on the rise of global brands. The documentary series, which has a working title of Superbrands, is slated to run as a three-part series also looking at food and technology brands. The programme will air next spring.

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