Tofs, formerly known as The Original Factory Shop, is expanding its fashion offer with the launch of kidswear range, Hullabaloo.
The value retailer, which traditionally sells homewares and general merchandise, has begun introducing the children’s clothing range at its 200 stores.
Prices start at £3 in a range that includes shorts, T-shirts, dresses and swimwear for children aged 0 to 12 years-old.
The move comes a few weeks after former chairman Alistair McGeorge took the helm, replacing Tony Page. Tofs anticipates the new brand will boost sales by 33%.
‘Fun and adventure’
Tofs marketing and multichannel director Hannah Legg said: “The new Hullabaloo range has been designed with everyday fun and adventure in mind.”
The retailer stated that the range will feature “great value multipacks and multi-buy offers”.
The value department store posted a 6.3% increase in EBITDA to £15.1m in its full year to March 27, 2016.
Sales jumped 5.9% to £185m and like-for-likes crept up 2.6% amid challenging market conditions.