Online kids’ retailer joins the NEXT platform to build on the popularity of its sustainable, own label collection.

KIDLY Ltd., the online kids retailer for 0-5s, has entered into an agreement to sell a curated edit of its own label collection, KIDLY Label, through the NEXT platform. 

The partnership will be the first time that the KIDLY Label collection will be available to customers outside KIDLY’s own channels. 

Through the agreement, a selected product range will be available through NEXT’s UK and international online platforms. The initial range will consist of best-selling lines from KIDLY Label’s Autumn/Winter ‘22 range, including daywear, sleepwear, footwear and outerwear. Committed to sustainability, the range is made from recycled and natural materials, including 100% GOTS-certified organic cotton, with OEKO-TEX-certified dyes.   

The partnership will allow KIDLY to increase brand awareness further across its target market, deliver incremental sales and access new international markets.

“This partnership represents an exciting next step in the growth of KIDLY Label,” said KIDLY CEO and Founder, James Hart. This is the first time our products are available outside the KIDLY ecosystem and we are thrilled to be partnering with one of the UK’s best-loved retailers. We’ve worked closely with the NEXT team to deliver a collection that will add our design-led and sustainable products to their already impressive kids’ range and we look forward to seeing the reaction from NEXT customers.”

The partnership was managed by KIDLY’s newly appointed Trading Director, Janette Delaney, previously Global Trading Director at Topshop, who recently joined the business, bringing 30 years of experience from Arcadia and Mothercare.


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