Harvey Nichols to add kidswear to fashion offer

By

Sandra Halliday

Published
Jun 16, 2021

Harvey Nichols is adding kidswear to its women’s and men’s fashion offer this month with an online debut to be followed by a launch in-store. The retailer wants its new launch to create “the ultimate go-to destination for luxury children’s fashion, everyday essentials and gifting”.

The luxury department store chain will launch children’s clothing on its webstore on June 24 with stores seeing the opening of kidswear departments during July.

Group Fashion Buying Director Laura Larbalestier said the launch is a “natural evolution for us and we’re confident that the range of mini-me clothes will really resonate with our customers.” She added that it will be the "ultimate curated destination”.

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The move comes as more and more of the high-end labels that the chain stocks enter the kidswear sector and affluent consumers show they’re happy to pay luxury prices to see their kids looking good. Childrenswear was one of the categories that stayed resilient during pandemic-linked lockdowns, underlining its overall importance to family-focused consumers.

The new kidswear offer at Harvey Nichols will include big name international brands and contemporary, casual and streetwear labels such as Givenchy, Balmain, Chloé, Stella McCartney, Zimmermann, Moschino, Kenzo and Basicforkidz. There will also be footwear on offer from Golden Goose, Veja and Axel Arigato.

The offer will go from newborn up to teen and will be available in physical departments within the Knightsbridge, London flagship, plus the Manchester, Leeds and Edinburgh stores.