International kids’ brand arrives
Scandinavian heritage kids label Name It has just entered the local market and is now exclusively available at 20 Myer stores around the country. The 30-year-old brand offers affordable, modern clothing aimed at five- to 10-year-olds.
Name It is one of 20 brands owned by international fashion chain Bestseller, which has 2700 branded physical stores around the world. Its products are available online and in 15,000 multi-brand and department stores across Europe, the Middle East, North America, Latin America and India.
Earlier this year, another of Bestseller’s brands, Select, also launched in Myer.
“Being a Scandinavian brand, Name It is inspired by children’s straightforwardness and driven by the concept of seeing the world through their eyes,” Bestseller Australian director Rikke Dahl-Thorup told Inside Retail Weekly. “Similar to our adult Scandinavian brands, the Name It aesthetic features a range of minimal silhouettes and colour palettes and prints that appeal to the little ones in our lives.”
According to Dahl-Thorup, sustainability is a key focus for the brand, which aims to create a lower water impact in the production of its denim ranges, with 45 per cent of all styles made from organic cotton. The aim is to increase this to 50 per cent by next year.
“We’re constantly striving for sustainable development in the fashion industry by developing our suppliers in a more sustainable direction, and inspiring consumers to make more conscious choices by offering more sustainable products,” she said.
The Australian kids sector has seen a recent influx in new brands, including Country Road’s teen
range collection, footwear brand Trybe and Freedom’s children’s interiors range.
“Due to the accessibility of technology and social media, we’ve seen an increase in younger kids becoming more aware of fashion and trends around the world,” said Dahl-Thorup. “Name It’s ability to combine the latest global trends, while keeping kids’ playful attitude at the forefront, has always been the brand’s strength.”
As for Bestseller launching its physical stores in Australia, Dahl-Thorup hinted that it may be a possibility for the business later down the track.
“We definitely feel the synergies between our brands and the Australian consumer, and we would not rule out stores in the future.