John Lewis bids to win kidswear market share with expanded range

Three girls modelling John Lewis fashion range for tweens

John Lewis hopes to seize a bigger share of the children’s clothing market with the launch of an expanded collection, including debut ranges from its new director of design for fashion, Queralt Ferrer.

John Lewis, which holds a strong position in nursery clothing with a 16% market share, is less strong in older age groups.

It aims to extend its appeal in the latter category as the kids’ clothing market is forecast by Mintel to grow from £6.8bn last year to £7.3bn by 2027.

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