Leading childrenswear retailer Adams has launched a new online sales service with mail-order firm JD Williams in a move that will see girls' fashions made available through the JD Williams Fashion World site.

Customers can now access the collection, which includes apparel for newborns to 10-year-olds, on Adams' website as well as JD Williams' site.

Adams multi-channel director, Ian Cooper, commented: "This new initiative is part of our strategy to make Adams the most accessible kidswear retailer in the marketplace.

He added: "This is our first move into online retailing and we are expecting sales of around 13,000 items of clothing through this new channel over the next year."

Separately on Friday, Warwickshire-based Adams appointed Bob Caren marketing director where he will head a 12-strong team that represents the company's 450 stores.