The Arcadia Group has announced plans to launch OUTFIT Kids, a style-led childrenswear brand, providing on-trend looks for boys and girls aged between 18 months and 12 years old. On sale in September the OUTFIT Kids range will be priced from £7 to £45.

OUTFIT Kids will be sold in selected Arcadia owned OUTFIT stores, in a number of larger Dorothy Perkins and Burton stores, as well as online via the Dorothy Perkins, Burton and Wallis websites. There are also plans to wholesale 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.” Mitch Hughes, Buying Director

The AW17 collection launches early September, with a partywear collection to follow later in the season.