KIDLY launches own label partnership with Next

Online childrenswear retailer for 0-5 year-olds KIDLY has today announced the launch of a new brand partnership with Next to sell a curated edit of its own label collection - for the first time outside of its own channels.

The partnership will allow KIDLY to increase brand awareness further across its target market and access new international markets.

The selected product range will be available through Next’s UK and international online platforms and will include best-selling lines from KIDLY Label’s AW22 collection, including daywear, outerwear, sleepwear and footwear.

KIDLY CEO and Founder, James Hart, said: “This partnership represents an exciting next step in the growth of KIDLY Label. This is the first time our products are available outside the KIDLY ecosystem and we are thrilled to be partnering with one of the UK’s best-loved retailers.

“We’ve worked closely with the Next team to deliver a collection that will add our design-led and sustainable products to their already impressive kids’ range and we look forward to seeing the reaction from Next customers.”

The partnership is being managed by KIDLY’s newly appointed Trading Director, Janette Delaney, previously Global Trading Director at Topshop, who recently joined the business, bringing 30 years of experience from Arcadia and Mothercare.

Committed to sustainability, the KIDLY Label range is made from recycled and natural materials, including 100% GOTS-certified organic cotton, with OEKO-TEX-certified dyes.

James Hart was formerly Ecommerce Director at ASOS, where he spent 15 years between 1999 – 2014, and was the online fashion retailer’s first employee. He launched KIDLY in May 2016, and the website now brings together over 300 brands including its own label. Hart is also an investor in menswear brand Spoke.

KIDLY’s focus is on new product discovery, curated collections and a “fast and friendly service”, with every product tested by a real family.