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Department store retailer John Lewis is launching its first “tweens” collection. 

Apr 26 2023

Department store retailer John Lewis is launching its first “tweens” collection. In a bid to capture more of the U.K. children’s fashion market, John Lewis is adding on to his iconic childrenswear, a market which is set to be worth $9.5B by 2027. The new children’s collection will feature “more than 2,100 more lines, including its own-label ‘tween’ range for 7 to 12-year-olds, alongside ten new fashion brands for spring 2023.” The fashion will take inspiration from ‘90s trends with bold prints and colors. The retailer says their kidswear expansion reflects changing consumer behavior, noting that as children grow older, they want more choice in their clothing options. YPulse’s Millennial parenting report shows the majority of parents shop at big-box stores for their kid’s clothes, but this might change as kids begin to follow trends. (FashionUnited)