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OD’s to answer call for more kidswear

Premium indie OD’s is expanding its kidswear offer to capitalise on growing demand for the category.

The St Helens store, which celebrates its 20th anniversary this year, will open a dedicated kidswear section in July.

It will introduce four more kidswear brands – Barbour, Hugo Boss, Ralph Lauren and Timberland – to join Ugg, Hunter and Juicy Couture.

The kidswear buying strategy will focus on products such as polos, shirts and jumpers that can be worn all year round, which is similar to how OD’s buys menswear, according to owner Chris O’Dea. “We are finding a lot of people are asking for kidswear,” he said. 

A refurbishment last month, which gave the store’s men’s and women’s areas an uncluttered white look, freed up an additional 500 sq ft of retail space, meaning no brands will be axed to make room for kidswear.

“We’re going to keep [the kidswear section] quite minimalist to give the stock a chance to breathe,” said O’Dea.

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