British fashion and lifestyle brand teams with Brand Machine Group for first foray into kidswear.
The Jack Wills lifestyle brand is making the move into childrenswear for the first time, following a new deal with Brand Machine Group.
BMG will be designing, manufacturing and marketing childrenswear apparel and accessories on behalf of Jack Wills for boys and girls aged 0-16, with products launching at retail this December for spring/summer 2021, reported The Industry.Fashion.
The range will include t-shirts, sweats, fashion outerwear and accessories. Baby and toddler wear will follow in future seasons.
“This partnership is an important step for the future of Jack Wills and one which will improve our brand positioning across the UK/internationally,” commented a spokesperson for Jack Wills.
Boo Jalil, ceo at BMG, added: “We are excited to be a part of a British heritage-inspired brand and bring Jack Wills into our portfolio of established brands. As experts in childrenswear we have a shared vision of outstanding quality product.”
The Jack Wills childrenswear will join the likes of Lyle & Scott, Penguin and Ben Sherman in the BMG portfolio.
The Jack Wills brand already has a successful range of toiletry gifting.
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