Browns to launch kidswear online this summer

Luxury fashion retailer Browns is adding childrenswear to its online offer from this July, with over 35 brands including Burberry, Bonpoint, Comme des Garçons Play, Fendi, Gucci, Hunza G, Mini Rodini, Stella McCartney and Veja.

The selection will include apparel and accessories for newborn through to 16 years, with some “cult kidswear favourites” in the edit among the more established designer names.

The Brown logo has also been given a playful facelift, as the children of Browns’ employees were given a free rein to illustrate and doodle to create something unique to go with the new offer.

Ida Petersson, Buying Director at Browns, said: “The expansion into kidswear is a natural evolution for Browns and we felt we could really have some fun here. We want to create a destination for kids and their parents that evolves beyond clothing and a place where luxury meets the unexpected with some surprise collaborations in the future.”

Holly Tenser, Womenswear Buying Manager at Browns, added: “We are really excited to offer a unique vision and curation of kidswear, presented with a true Browns edge. We have some really incredible brands launching that are also new to the kids world, and will really resonate with the Browns community who have such a love for fashion. Kids fashion truly sparks so much joy and excitement and our favourite items are now produced in super cute mini-me sizing.”

Tenser will oversee the buy for the department and welcomes Hannah Burns, who has recently joined Browns as Kidswear Buyer – reporting directly to Tenser. Burns has a wealth of experience having previously worked at Harrods and more recently as Childrenswear Buyer at MyTheresa, where she built the department.

The move to launch kidswear online follows on from an installation of kidswear at the Farfetch-owned retailer East London outpost Browns East.