Ted Baker is to extend its successful Baker by Ted Baker range for Debenhams.

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.

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