Brands flock to kidswear segment

Big brands like Allen Solly, Puma, Tommy Hilfiger and Zara have over the last few years been

catering to children’s wear. What’s more, some of those who had shut shop in India are now interested in coming back. Premium foreign labels are flocking to India to cut a share in the estimated Rs 22,000 crores industry. The foreign branded apparel segment is growing at between 30 and 40 per cent. Planet Retail Holdings is not only launching a kids’ wear label but is also introducing the Ted Baker collection for children at their revamped Debenham’s stores. American children’s wear brands OshKosh B’gosh and Carter’s are keen to enter India and explore partnership possibilities.

What’s also making the environment conducive to the entry of foreign children’s labels is that wardrobes in India are also getting cluttered and complex. Earlier, children had fewer clothes in the closet. The old faded stuff could be worn at home while the new clothes were reserved for going out. Now there are dresses for the weekend, formal wear, sportswear and much else. The Punjab-based Kapsons Group that runs a chain of multi-brand apparel stores stocking premium fashion labels is launching Kapsons stores for juniors, which will stock brands such as Tommy Hilfiger, Puma, United Colors of Benetton and US Polo. The plan is for 12 large format concept stores in two years beginning with Punjab. Many retailers are looking at offering one-stop destination shopping for children with products for all ages under one roof. Mom & Me by the Mahindra Group and Lilliput World are examples of such formats.