Retailer due to launch autumn/winter range featuring brand in-store from September.
Following the success of its first Dinosaur Roar apparel range, Nurture Rights has confirmed that M&Co will be expanding its collection for autumn/winter.
The new collection for autumn/winter will be produced by Fashion UK for M&Co and will offer customers a wide range of clothing including nightwear, daywear and accessories.
It will be available in 240+ M&Co stores across the UK which stock childrenswear, as well as online, from September 2017.
A percentage of sales will go to the Natural History Museum.
Just two weeks after the launch of the new Dinosaur Roar collection, both in-store and online sales have been very strong outperforming other licensed brands, with some lines already sold out in some stores.
Due to the strong reaction to the range in its first two weeks, M&Co has already placed repeat orders on some of the best selling lines.
Julia Redman, head of buying kids, mens, Kylie and home, said: “We are delighted to be developing a new range for Dinosaur Roar for AW17 in partnership with Nurture Rights and Fashion UK.
“The spring range has proven a real hit with our customers and generated a great deal of excitement in store.”
Nick Barrington, Nurture Rights’ md, added: “We are delighted to see our Dinosaur Roar apparel range doing so well and outperforming other licensed brands in store and online.
“Sales in the first two weeks have been incredibly strong and we expect to see even better numbers once the full range rolls out later this month. Feedback from customers has been exceptional.”
Publishing sales have also been strong for Dinosaur Roar, with Macmillan Children’s Books publishing its new edition of the classic paperback in May 2016. Retail sales of the new edition have seen a year on year increase of over 600% on the previous edition selling in the same period.
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