Baby clothing range Baker Baby will launch in 40 Debenhams stores on February 16. The collection features sizes 0 to 3 months, 3 to 6 months, 6 to 9 months and 9 to 12 months. Baker by Ted Baker, which first launched in Debenhams in September 2007, starts at 9 to 12 months.
Buyer for Baker Kids Sarah Billson said: “It’s fantastic that we can deliver to our customers trend-orientated babywear after such great demand, providing exclusive affordable designer offerings for babies all the way through to older kids.”
Debenhams is focusing on developing and expanding its own-label and Designers at Debenhams ranges to drive sales and margins. Other own-brands include Red Herring and St George by Duffer. Its Designers at Debenhams ranges include collections by John Rocha, Jasper Conran and Betty Jackson.
Like-for-like sales fell 3.3 per cent in the 12 weeks to January 3 at Debenhams.