Browns, the luxury retailer owned by Farfetch, is expanding its offerings and entering the kidswear market. The company is set to launch its children’s collection this summer, featuring over 35 brands ranging from established labels to emerging designers and popular kidswear favorites. Browns will also collaborate with brands that are new to the kids’ fashion market, providing exclusive capsule collections. The range will cover newborns up to 16 years old and include clothing and accessories, all with the unique and distinctive Browns style.

The primary goal of this expansion is to continue Browns’ commitment to nurturing and supporting new talent within the fashion industry. The company aims to provide a platform for the next generation of creative individuals who will shape the future of fashion. As part of their pre-launch activities, Browns invited children of their employees to contribute to the iconic Browns logo through illustrations, doodles, and fillings. The resulting images celebrate individuality and embody the spirit of the Browns community.

Ida Petersson, the Buying Director of Browns, expressed her excitement about this new venture, stating that it is a natural progression for the brand. Petersson believes that creating a destination for both kids and their parents goes beyond just clothing. She envisions a place where luxury meets unexpected surprises, aiming to delight customers with future collaborations.

The purchasing for the kidswear department will be overseen by Holly Tenser, the Womenswear Buying Manager at Browns. Tenser emphasized that the selection of brands and products will resonate with the Browns community, which has a deep appreciation for fashion. Assisting Tenser is Hannah Burns, who recently joined Browns as the Kidswear Buyer. Burns brings valuable experience from her previous roles at Harrods and MyTheresa, where she successfully built childrenswear departments.

Browns’ entry into the kidswear market represents an exciting new chapter for the luxury retailer. With its carefully curated selection of brands, emphasis on creativity, and promise of surprise collaborations, Browns is positioned to become a go-to destination for fashionable parents seeking unique and stylish options for their children.

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