Ted Baker is launching a babywear range in 40 Debenhams stores next week to capitalise on the success of its older kidswear brand Baker by Ted Baker.
The Baker Baby range for boys and girls from newborn to 12 months will go into stores on February 16 featuring “mini me” styles of its older kidswear ranges in Debenhams, Baker by Ted Baker.
The boys’ Baker Baby range is inspired by the older Baker by Ted Baker collection with checked shirts and a focus on denim.
The Baker Baby range for girls is also based on its older kidswear range within the department store. Oriental prints and quirky logo T-shirts, woven check dresses, sweats with ruffle detailing and bold colours all feature. Bright blues, fuschia pink and mint green are key colours.
Baker Baby prices are £8-£18.
Debenhams buyer Sarah Billson said: “It’s fantastic that we can deliver to our customers trend-oriented babywear after such great demand [for Baker by Ted Baker].”