North West fashion brand goes international

The multi award-wining children’s clothing brand Kidunk, which was created by a North West-based designer and childcare experts, is going international thanks to a new deal with Norwegian lifestyle distributor, Kitchen and Home.

Kidunk, a range of innovative play clothes for children aged 2-5-years-old, was launched in August 2017 by Kendal-based Children’s designer Lisa Joyce, originally from Chorley.

She spotted a gap in the market for practical play clothes which would allow children the freedom to play without the worry of spoiling or staining their everyday clothes.

Working in partnership with Bolton-based childcare experts Tina and Phill Knight, who own their own nursery and have more than 30 years’ experience of working with pre-schoolers, they combined practical ideas with fashionable styling to create a unique range of play clothes for young children.

Since its launch Kidunk has won numerous parenting and industry awards for its practical, yet stylish, approach to kids’ fashion that encourages all types of messy play.

Kidunk chose the prestigious and renowned Oslo Design Fair to stage its international launch at the end of August with hopes that its unique clothing will appeal to a Scandinavian audience, as well as pave the way for future expansion throughout Europe.

They are now partnering with Norwegian-based Lifestyle distributor, Kitchen & Home, who specialise in design-led, innovative products and are looking to expand into the children’s clothing market.

The company has set up their own online store as well as pushing the brand to local retailers.

Kidunk director, Lisa Joyce, said: “The Scandinavian approach to learning through play is at the heart of our brand.

“Our playful designs appeal to this sector of the market and our research found that, although the Scandinavian fashion for neutral, greys and whites is far-reaching in homeware and fashion, for children’s play they prefer brighter, bolder clothing design.”

She added: “We have had an amazing first year of trading, with a positive response from parents, children and the industry as whole – going to the Oslo Design Fair was another great experience and we hope that it’s just the start of our international expansion.”

Kim Lohne, from Kitchen & Home, said: “We are proud and excited to introduce Kidunk in Norway.

“The combination of style and comfort appealed to us and we believe that it will also have huge appeal to Norwegian parents – it is a part of the Norwegian soul to play outside in any weather, come rain or snow, hiking in the forests and mountains.

“For these activities we need clothing that breathes but at the same time keeps us warm and dry – Kidunk provides the solution for this beautifully.”

As well as expanding abroad, Kidunk Clothing is introducing a new Autumn/Winter range, including base layers, for its UK market.