John Lewis has announced an expansion of its children’s fashion business, as it looks to significantly grow its share of the UK market.
According to Mintel, the kids’ clothing market will be worth £7.3bn by 2027 – up from £6.8bn in 2022.
While John Lewis currently holds a 16% share of the UK nursery market – selling one in three (34%) of all pushchairs in the UK – that is not significantly maintained beyond a child’s early years.
The new collection for children from aged 2-6 and 7-12 sets out the retailers ambitions to grow market share in this category.
This step change has been built around customer insight that tweens don’t want to shop younger collections. In a recent study with parents, John Lewis noted that most children begin to develop their own views on fashion and their style at seven, as they find a voice on what they do and don’t want to wear.
