Jack & Jones is expanding its range with a new line for girls between eight and 16 years old.
The expansion in the kidswear segment comes after the brand, which is part of the Danish fashion group Bestseller Group, opened its first kidswear store last year, which previously specialized in boys. Now the range is also being expanded to include the girls’ collection, the first ‘drop’ of which will be available at Jack & Jones Kids points of sale and online from autumn.
The new girls’ collection was developed directly from the company’s women’s fashion division, JJXX. Existing design concepts were used for the new girls’ line. These have been reinterpreted for a younger, style-conscious target group. The line is aimed at girls who are actively exposed to fashion at an early age thanks to the influence of TikTok and Instagram.
In a press release from Bestseller, Karien Vercauteren, co-country manager of Bestseller Belgium, commented on the growing market demand for high-quality girls’ clothing. “With JJXX we have proven that we understand women’s fashion,” she says about the range expansion. “We are now transferring this expertise to a younger audience.”
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