Missguided to launch childrenswear range as it targets new customers

The fast fashion retailer said the range will be trend-led, inspired by celebrities and influencers to offer “style-forward” looks for children.

The collection will also tie up with Missguided’s core adult range with “mummy and me” matching looks.

Key products include seasonal items such as branded sweat sets, puffer coats, varsity jackets, knitted co-ords and beanies.

MG Kids is offered in Baby (3-24 months), Toddler (2-4 years) and Kids (4-7 years), with prices from £4-£30.

“It felt a natural next step to work on MG Kids”

Missguided chief executive Nitin Passi said: “The launch of MG Kids is an important addition to our growing portfolio of brands that continues to deepen our relationship with our customer.

“And because we’ve seen a strong positive customer reaction to our maternity range over the last year, it felt a natural next step to work on MG Kids for that part of her life, too.

“MG Kids will be part of our core offering with new fashion lines landing throughout the year. And it goes without saying the brand will have the same ethos as the rest of what we offer – we’ll be quick to react to what our customer tells us she wants so we can curate the right ranges, at the right time, at the right price.”

The news comes as Missguided seeks emergency funding as supply chain issues batter the retail sector.