Lyle & Scott takes kidswear in-house for SS24
Lyle & Scott is to bring its kidswear business in house for SS24 as part of the heritage lifestyle brand’s “highly successful” global growth plan. It said it wants to further enhance the brand’s appeal “by creating collections developed to reach and resonate with anyone on the planet”.
Heading up its new Kidswear Business Unit is Alex Foley, who will spearhead the brand’s drive to “unify experience, personality and appeal”. Foley has been tasked with extending the brand’s overall target age range from six months to 60.
“It is a privilege to pick up the kidswear baton from [licensing partner] BMG and build on its brilliant work to date,” Foley said. “We have formed a fantastic team to ensure Lyle & Scott absolutely meets the needs of our next generation of customers and their parents. This new strategic pathway will help support [our] direction for the coming years of success.”
It also said bringing the kidswear business in-house is part of a wider strategic plan to help underpin its retail rollout, which is scheduled to reach 26 doors by 2024 and includes specialist kidswear stores.
“The expansion through kidswear will help drive the brand’s global wholesale business” which now operates across 42 countries and over 2,000 accounts, including Zalando, Boozt, De BIjenkorf and Printemps.
CEO Philip Oldham added: “The time is right for us to build on the brilliant work our licensing partner BMG has done in transforming Lyle & Scott kidswear over the last seven years. As [our] global presence expands, now is a perfect time for us to pick up the mantle and really push for Lyle & Scott kidswear to cover the rest of the globe.”
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