Kidswear Collective acquires Cheeky Cherub

Pre-loved and past season designer baby and kids’ fashion platform Kidswear Collective has acquired second-hand luxury childrenswear re-seller Cheeky Cherub.

The brand's inventory will be on-boarded onto the Kidswear Collective platform in the coming months.

Cheeky Cherub launched in 2020 and was founded by Erika Abd-Allah and Lucy James, two friends and mothers who were inspired to play a role in the circular economy.

Primarily an online business, Cheeky Cherub also opened a standalone shop in St John’s Wood, North West London.

Kidswear Collective said the acquisition cements it as the "leading re-sale platform in the sector", providing customers with an even wider choice of luxury baby and kids’ fashion.

The business has experienced "significant" growth over the past 12 months and has opened a new warehouse and fulfilment centre in London - housing its "state-of-the-art" processing facility.

As well as selling pre-loved fashion, Kidswear Collective has also extended its offering to include past season fashion and is now working in partnership with over 50 luxury kidswear brands.

Shoshana Kazab, Co-founder of Kidswear Collective, said: "We are passionate about changing the perception of what pre-loved fashion looks like and we are excited about bringing Cheeky Cherub’s community into the fold. We are enormously proud of what Erika and Lucy have achieved - helping to set a high bar for pre-owned childrenswear."

Erika Abd-Allah, Co-Founder of Cheeky Cherub, said: "We are thrilled to be part of the Kidswear Collective family, and want to express our heartfelt gratitude to our sellers and customers for their loyalty and support throughout our journey to make the childrenswear space circular and parents' lives as easy as possible. We know they are in the very best of hands with Kidswear Collective."

In addition to selling online, Kidswear Collective can now be found in three Selfridges stores as well as on the retailer’s website, two Fenwick stores - including Bentalls in Kingston, and Galeries Lafayette in Doha.