Fashion retailer New Look has teamed up with Adams Childrenswear to enter the£4.3 billion kidswear market.
The concessions joint venture forms part of New Look's strategy to deepen its proposition, boosting loyalty from the mums and daughters that shop there for ranges such as teenybopper offer 915.
New Look will pilot the childrenswear range, branded Adams and catering from birth to 10 years, in five shops from next week. The stores are in Beckton, Basildon, Brent Cross, Taunton and York.
New Look chief executive Phil Wrigley said the retailer chose to link up with Adams because of demand and speed to market. '(Adams) has terrific expertise of childrenswear and the flexibility to tailor ranges to suit. Also, customer demand for it is now.'
The product is being created in partnership and will be priced the same as in Adams stores. The deal follows similar tie-ups by Adams with other retailers, such as Boots and Sainsbury's.
Verdict analyst Maureen Hinton said the venture sees New Look mirroring Asda and H&M's move into the family value market. In the past 12 months New Look has launched menswear and Boutique - a collection for the older woman.
'Childrenswear is a natural progression, but it's a difficult market to be in because it's very price-driven,' she said.
Verdict said Next is the market leader, with a 10.7 per cent market share, followed by George at Asda with 9.2 per cent, Tesco with 6.2 per cent and M&S with 5.5 per cent.
Roll-out potential will be assessed early next year.