John Lewis has announced an expansion of its children’s fashion business as it looks for an increasing cut of the lucrative “tween” market.
The department store is launching its first own-label tween collection for seven to 12-year-olds as part of an expansion of more than 2,100 lines alongside 10 new brands.
Its new focus on older children “sets out our ambitions to make sure we are better placed than ever to meet the needs of families as their children grow up”, it said. The own-brand tween range is “style-led, drawing heavily on the return of 90s trends, with oversized hoodies, logo tees and wide leg cargo trousers in a monochromatic colour scheme”, with prices ranging from £7 to £38.
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