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Psyche unveils dedicated childrenswear website

Lauretta Roberts
16 September 2019

Renowned fashion retailer Psyche has unveiled a new website dedicated to designer childrenswear, called Children's Wardrobe.

The new site is the brainchild of Alex Thomas and Steve Cochrane MBE, the duo online department store Psyche which specialises in designer men’s, women’s and children’s clothing.

They decided to launched a dedicated site due to the growth of the childrenswear market, with their own sales in the sector increasing 10% year-on-year.

Thomas said of the move: “Due to the vast size of the current Psyche website, it became increasingly difficult to shop in this crowded space for the modern parent.

“Children’s Wardrobe was born so that it could be grown independently from the main Psyche product with a focus and passion on all things junior.”

The new site has been built on the AERO platform and is designed to be fast and easy to navigate for parents. It features childrenswear, from new-born accessories to technical outwear, from brands such as Moncler, Kenzo, Paul Smith, Stone Island, CP Company, Paul and Shark, Polo Ralph Lauren, Chloe, Marc Jacobs and Hugo Boss. D Squared and Balmain will be launching soon.

“Our biggest selling category is the 12-16-year-old boys, but we’ve seen children of all ages wanting to wear designer brands, so we know the demand is there," Thomas said.

“With our passion for childrenswear now concentrated in one area we aim to be the first retailer to be able to offer this new AERO technology. We want busy parents to come onto the site and find what they want quickly and easily," he added.

He explained that the business had decided to launch Children's Wardrobe as a separate entity from the Psyche brand as "we wanted a totally focused childrenswear site that could be grown independently from the main Psyche product."

“It will still link up, but it now allows us to have a dedicated team focussing on childrenswear," Thomas said.

Psyche began life in 1982 and has since grown to include a department store, three boutiques, and an international website with platforms in the USA and Australia.

Thomas said of its latest venture, which launched this month. “Children’s Wardrobe is for parents who want something extra special for their children.

“Our customers like their children to be wearing something a little different and they are willing to spend a little extra for the right brands.

“There’s a lot of change happening in retail and in the fashion industry, as we’ve seen so far. A lot more people are spending online, and we’ve really got to embrace the pull of social media and the digital world if we want to stay on top.”

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