What: The UK retailer has launched a new kids offer with a collection targeting kids age 7-12.

Why it is important: The collection is a significant expansion for the retailer’s childrenswear offer and is the first time it has designed a collection specifically aimed at the tween market.

The company is looking to grow its share of the market cross a wide age range, including a range of external labels as well as its own brand. The retailer has added 10 new fashion brands for the spring season and is focusing on a more trend-led selection.

The children’s clothing market is estimated to be heading towards a value of GBP 7.3 billion by 2027 according to Mintel. In 2022, the market was worth GBP 6.8 billion.

The retailer has been focused on children younger than the toddler stage, as they have a 16% share of the UK nursery clothing market and are also the source of 34% of all strollers sold in the UK. Now, they are better positioned than ever to meet the needs of families as their children grow up.

John Lewis targets tweens with new kidswear deep dive