Joe Browns launches trial capsule childrenswear collection of graphic emblazoned t-shirts

Joe Browns, the homes and fashion retailer today (29 November 2021, announced it had launched a trial capsule childrenswear collection of graphic emblazoned t-shirts.

The ‘Mini Me’ collection comprises of 12 pieces, priced at £12 from ages 4 to ten with six options for boys and the same amount for girls. Each piece is designed with a unique stand out print and the confident fun colours we have come to expect from Joe Browns.

And with Christmas just around the corner three of the prints feature a festive theme with Christmas trees, reindeers, and stags.

Other designs include sunflowers, bees, a terrific tiger, graphics inspired by the Mexican Dia de los Muertos Festival, a print using linear diagrams of motor parts and a fox and flowers.

Commenting, Jane Reik, buying director at Joe Browns said: “For some time customers have been asking us about childrenswear. Our unique, fun, handwriting, that takes its cue from a group of friends laughing, joking and being carefree sits perfectly with what both parents and children alike are looking for when it comes to their wardrobe.”

“‘Mini Me’ is a capsule collection to start the ball rolling, which we will continue to review to establish how well it performs and leans into our ambition to deliver £100m sales by 2026.” added Jane.

Joe Browns recently announced (29 October 2021) a new strategy to deliver annual sales of £100m by 2026, representing a 138% increase on current turnover through the ‘further democratisation’ of its brand – put simply this is about introducing their offer to more people than ever before, and expanding their existing ranges including homeware and ‘Sloe Joes’ loungewear.

This follows an especially strong start to the AW21 trading period, with a cumulative growth of 68%.