Adams’s kidswear! It’s all new and it was re-launched at the Zoo!
This week Adam’s, the UK’s leading kidswear retailer, re-launched their brand amongst the wild and wonderful settings of London Zoo. Bypassing the lions, tigers and bears, the event took place in the elegant setting of the Mappin Pavilion where the new, more directional, a la mode products were showcased.
Evidently Adam’s are aiming to shake off some of their previous associations with more traditional children’s wear, and in doing so restore the company to its former glory as the UK’s top high street kidswear retailer.
We here at CVUK were able to grab a first look at the Spring 2010 collection which included some eye-catching girlswear with an attention to intricate embroidery and detailing. For the boys there was a definite emphasis on a classic denim look, all of which looked great. The design team has remained the same, however there has been a development of the top end line with the introduction of two premium ranges; A-Brand for boys and Boutique for girls. Appropriately, this range will increase the prices to as much as £30 for jackets; however Adam’s are hoping that this will reflect the quality of their products and a more contemporary attention to detail.
The zoo was certainly a fitting location for the re-launch and the ambience undoubtedly helped portray Adam’s fresh intentions and helped set the course for the planned store expansions and ambitious sales expectations.