Arcadia Group has announced the launch of a childrenswear brand

Arcadia Group has announced the launch of a childrenswear brand

The Arcadia Group, owner of brands including Topshop and Miss Selfridge, has announced the launch of its first childrenswear brand, Outfit Kids, a move it says is in direct response to consumer demand for "stylish" and "good quality" fashion for children.

The range, which is aimed at boys and girls aged between 18 months and 12 years old, will have a price range of between GBP7-GBP45 (US$9-59). It launches in September in Outfit stores in the UK as well as online via the Dorothy Perkins, Burton and Wallis websites. There are also plans to wholesale the line to current and new partners globally.

"Launching a childrenswear range follows extensive customer research amongst families who shop across all the Arcadia brands, they told us that for their kids they wanted fun, stylish pieces that were good quality and that price was key. We listened, and delivered," says Mitch Hughes, buying director for the group.

In its most recent full year results, Arcadia reported a fall in earnings, which it attributed to declining sales at its high street stores and the collapse of the BHS chain.

Arcadia earnings slump on falling high street sales