Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Kidswear indicator, October 28 2015

Find out what’s selling now in the world of kidswear independents.

0-4 years



Mayoral autumn 15 collection

Dorothy Jack, owner of DJ Kids in Elgin, Moray

Mayoral is our strongest brand at the moment, especially its jackets (£57.50), while we’re also seeing demand for Monnalisa dresses (£98 to £148). Microbe by Miss Grant has also been a popular choice, particularly the casual two-piece top and joggers set (top £67; joggers £73). As we’re based in such a small village, the majority of our trade comes from our online store, but we do offer a variety of price points to ensure accessibility to all our customers.”

Hugo Boss

Hugo Boss

Hugo Boss autumn 15 tracksuit

Joel Lever, owner of Mon Amie Studios in Manchester

“For boys Hugo Boss tracksuits (£100) have been a bestseller, as well as Mayoral coats (£50). With the weather being so unpredictable, there has been a rise in Billieblush long-sleeved tops (£20). Our customers are looking for transitional clothing that suits all types of weather and we stock more than 25 different designer brands to cater to them all. For autumn 15, we added Italian label Relish for our older girls from age six, with key pieces being a fake fur jacket in ivory and black (£89.99) and the black fringed-back Miami jumper (£59.99).”

Emma Graham, director at Bo Peep Boutique in Newport, Lincoln

“Over the summer we saw a huge increase in trade from tourists due to the launch of the Lincoln Barons history trail through the city, which really drove footfall in store. However, due to a unseasonably mild September, autumn selling didn’t really start until October, which is quite late. Our current bestsellers are the Oilily Chika duck down coat (£141 to £148), the Frugi knitted leggings (£14) and the Kite Ditsy dungarees (£20 to £22).”

Elaine Grant, owner of Piccolina in Falkirk

“We are the largest stockist in the UK for Pretty Originals, one of our top-selling brands. Our bestseller at the moment is the Pretty Originals Spanish-style dress (£45), which is shorter than a standard kids’ dress and falls to an A-line shape, followed by the Dolce Petit blouse and skirt sets (£45). Kate Mack party dresses (£70) are a classic bestseller for us.”

Frances Bishop, co-founder of Pud in Doncaster, South Yorkshire

Couche Tot is going from strength to strength. In fact, for autumn 15 it’s the first time we’ve ever topped up any brand in-season rather than relying solely on our forward-order stock, which really shows how well it’s performing. The label’s coat, top and matching legging sets for girls (£65) have been flying out. For boys our customers have been loving the blazers, shirts, trousers, hat and scarves sets (£76.99). I think Couche Tot has really picked up well on a wider cultural change in favour of sets not separates, which is more cost-effective for parents. In terms of footwear, Sevva has really improved the grip on its soles and is proving popular (£12 to £25). We’ve also noticed a big trend for pompoms on ponchos, socks, scarves, hats and boots. I would also say organic brands are dropping off across the board as I think parents are less interested in paying extra for organic and more interested in what’s trending on Instagram. Six months ago, it would have been unheard of but we’re seeing so many customers migrate over from Facebook to Instagram, which is driving sales. We attract customers by using the hashtags that are trending in kidswear, such as #kidsoutfitoftheday.”

Simona Saraz, manager of Igloo in Wimbledon, south London

“Trade has been good and our bestselling brand at the moment is Miniature, especially its T-shirts (£23 to £30) which are consistently in demand. Tartine et Chocolat dresses (£70 to £85) have also been a bestseller for girls, as well as Ilovegorgeous dresses (£45 to £65), which I think are popular because the price range is accessible to all our customers.”      

5-12 years

Trespass kids rainwear

Trespass kids rainwear

Trespass kids rainwear

Nicki Philipson-Stow, owner of The Orange Pig in Tewkesbury, Gloucestershire

“It’s been a balanced week for us and I would say our bestsellers are a reflection of the weather. Boys’ Girandola check shirts (£16 to £18) are leading the way, followed by the classic Trespass anoraks ranging from (£31.70 to £46.50). Another of our bestsellers is the Mayoral check skirt (£27.95). Our customers are already really keen to start their Christmas shopping.”


Petit Bateau autumn 15 dress

Petit Bateau autumn 15 dress

Petit Bateau

Gillian Franks, owner of Pixie in Hale, Cheshire

“It’s already been a good year for Pixie as we celebrated our fifth birthday in August and we were nominated for Drapers Independents Niche Fashion Retailer of the Year. Scotch & Soda is one of our bestselling brands with its Best Buddy hoodie (£59.95) proving very popular. The Petit Bateau short sleeve tulle dress (£50) is another of our bestsellers, as well as the Top Model themed craft cases (£26.99).”

Paula Leigh, manager of Bossy Boots in Bolton

Oilily coats (£140), tunics (£50), leggings (£30) and dresses (£60) are selling really well, especially with young mums who remember wearing them when they were younger. They love the bright patterns like the ‘monster’ print in brown, green, blue and yellow, and the psychedelic squares and circles pattern. For boys, Hugo Boss is always popular as it gives little boys the chance to wear the same clothes as their dads. Polo shirts (£50), padded coats (£140) and tracksuits (£120) are the bestselling styles. We’ve also sold out of Mim-Pi girls’ padded coats in brightly coloured zig-zag patterns (£75). The run-up to Christmas should be busy and we’re hoping to drive more sales by hosting a fashion show next month featuring children from the local community.”

Rebecca Williams, sales assistant at Iris in Chiswick, west London

Dandy Star jumpers (£36) and T-shirts (£20) are proving popular for both boys and girls, as I think parents really like the colourful typography-style graphics, which feel really modern. We’re also seeing demand for Ilovegorgeous party dresses, especially in the run-up to Christmas. Prices start at £50 and go all the way up to £115 for a purple sequined dress. We introduced Louise Misha for autumn 15, which uses prints from its womenswear collection for its girls dresses (£49 to £52) and tops (£38), somothers and daughters can match. I would say we definitely benefit from selling a combination of womenswear and kidswear in terms of cross-selling opportunities.”

Burberry autumn 15 kidswear collection

Burberry autumn 15 kidswear collection

Burberry kidswear

Brenda Coade, director of Designer Childrenswear in Sunderland

“For girls, the timeless Burberry Nova check shirt dress (£141.99) has been a bestseller. For boys, it’s the Hugo Boss two-piece jogging suit, incoporating a branded hoodie (£64.99) and matching bottoms (£49.99). Armani is another of our bestselling brands and the navy coat (£174.99) has been very popular.”

Mayoral 5-12 years collection for autumn 15

Mayoral 5-12 years collection for autumn 15


Helen Connelly, owner of Squirts Designer Childrenswear in Sheffield

Hugo Boss tracksuits (£110) are a top seller for boys, while Oilily dresses (£71) are leading the way for girls. We’re also seeing strong demand for Mayoral sets (£40), mixing long- or short-sleeved tops and shirts with a matching skirt.”



Billieblush autumn 15 collection

Merle Baker, owner of Mango Twist in Halstead, Essex

“We’ve had a steady start to the autumn 15 season and our customers are now starting to buy for Christmas. Mayoral is our bestselling brand, with its selection of versatile tops (£17.95) leading the way. Billieblush tops (£15.50) have also been in demand, as have Lilly and Sid dresses (£35), which are popular for kids’ parties and events in the run-up to Christmas.”

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.