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Joe Browns launches first childrenswear collection

Sophie Smith
29 November 2021

Homes and fashion retailer Joe Browns has announced the launch of its trial childrenswear capsule collection.

The Mini Me collection is for children aged four to ten and comprises of 12 pieces, with six options for both boys and girls.

Described by the brand, the collection consists of graphic emblazoned t-shirts and is designed with a unique stand out print and fun colours. Other designs include sunflowers, bees, a print using linear diagrams of motor parts and graphics inspired by the Mexican Dia de los Muertos Festival.

Jane Reik, Buying Director at Joe Browns said: “For some time customers have been asking us about childrenswear. Our unique, fun, handwriting, that takes its cue from a group of friends laughing, joking and being carefree sits perfectly with what both parents and children alike are looking for when it comes to their wardrobe.

“Mini Me is a capsule collection to start the ball rolling, which we will continue to review to establish how well it performs and leans into our ambition to deliver £100m sales by 2026.”

Founded in 1998 by Simon Brown, the retailer aims to offer remarkable clothes that help customers to feel confident, liberated and totally individual.

The announcement comes after Joe Browns' new strategy to deliver annual sales of £100m by 2026, representing a 138% increase on its current turnover through the "further democratisation" of its brand. Read more about it here.

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