Jersey mini-chain Axle has ramped up its kidswear offer with the opening of a multi-brand concession in independent department store Voisins and a Mamas & Papas shop-in-shop in its Axle Junior store.
Axle, which is owned by Collections Group, opened a 4,500 sq ft Axle Junior concession in Voisins’ St Helier store last month, housing premium brands for newborns to 14-year-olds including Burberry, Miss Sixty, Ralph Lauren and French Connection. It was brought in to replace a concession run by kidswear retailer Adams, which went into administration in late January but is still trading as a going concern.
Voisins owner Gerald Voisin said: “We’d made the decision to replace Adams before the administration because we want to position Voisins as an international store. We have international brands in all our other departments and the tie-up with Axle allowed us to bring kidswear up to speed.”
The Axle Junior concession sits on the store’s first floor alongside the business’s 7,000 sq ft womenswear concession, Axle Woman, which opened in August.
Collections Group managing director Richard Clews said: “We only had one kidswear store and knew there was potential to turn it into a more serious offer.”
Collections Group’s standalone Axle Junior store in St Helier has been relaunched as a babies’ clothing and products store, catering for nought to three-year-olds. The 1,500 sq ft store, which previously stocked clothing for kids up to 16 years, has retained many of its previous brands on the ground floor but added babywear labels such as Petit Bateau.
The first floor now hosts a Mamas & Papas shop-in-shop, stocking babywear and maternity products from the high street chain. Previously, Mamas & Papas had limited distribution through pharmacies on the island.
Collections Group also runs eight menswear stores and one standalone womenswear store across Jersey, Guernsey and the Isle of Man.