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Exclusive: Schuh steps up with launch of new kids’ fascia

Branded footwear retailer Schuh is creating ‘Schuh Superstores’ with the launch of a separate kids’ fascia.

Schuh Kids will launch in October, initially in three locations – Braehead in Scotland, Essex’s Lakeside shopping centre and Liverpool One.

The kids’ stores will be run as a separate business, with their own entrance, staff and management team. However, they will be attached to an existing adult branch, with the aim of creating a superstore feel across the two.

The move represents the first major expansion since the Livingstone-based retailer was acquired by US retail giant Genesco in June last year.

“We really wanted to bring the true sense of the adult’s chain to this new business and were very focused on not only opening a kids’ footwear format, but opening a Schuh kids’ footwear format,” said buying and marketing director David Spencer.

Carefully selected mini ranges of the most popular adult styles will be stocked in the kids’ stores, with the ranges split into three departments comprising cribs – or babies – toddlers and youth. The full offer will be available online, and retail prices will range from £20 to £130.

“We have worked with our existing portfolio of brands to curate a selection of footwear that mirrors our trend-focused strategy, including leading brands such as Vans, Converse and Toms,” Spencer said.

Schuh worked with design agency Briggs Hillier on the look of its new kid’s footwear stores.

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