Missguided enters kidswear market with affordable product range

Missguided, the online fast fashion brand, has made the move into the kidswear market with an affordable range inspired by celebrity influence, on-trend casuals and "matching mommy and mini looks".

The brand's first children's collection, MG Kids, offers winter essentials and matching pieces including sweat sets, matching-back tees, puffer coats, varsity jackets, cozy winter knitted co-ords, and beanies.

The range comprises three categories - baby (3-24 months), toddler (2-4 years) and kids (4-7 years) - with prices ranging from from £4 - £14 for baby, £4 - £28 for toddler and £6 - £30 for kids.

The expansion into kidswear enables the brand to compliment its successful maternity range while emerging as a one-stop-shop for a "Missguided mom" and her little one(s), said the company in a statement.

Nitin Passi, Missguided CEO, said: “The launch of MG Kids is an important addition to our growing portfolio of brands that continues to deepen our relationship with our customer. And because we’ve seen a strong positive customer reaction to our maternity range over the last year, it felt a natural next step to work on MG Kids for that part of her life, too.

“MG Kids will be part of our core offering with new fashion lines landing throughout the year. And it goes without saying the brand will have the same ethos as the rest of what we offer – we’ll be quick to react to what our customer tells us she wants so we can curate the right ranges, at the right time, at the right price.”

The first MG Kids collection is available to shop online from Thursday 28 October.