– NE W S F R O M U S –
COTTON ON K ID S T URNS t en
A decade ago, Knox Shopping Centre in
Melbourne, Australia became home to a new
destination for fashion loving children (and their
parents) with the opening of the first Cotton On
KIDS store – the Cotton On Group’s foray into the
world of childrenswear.
It was only months earlier that the concept for the
brand had been born. Team members within the
Group, including its founder Nigel Austin, were
struggling to find fun, quality and affordable kids’
fashion that reflected the personality and needs of
their own children. It was a problem shared amongst
their friends and family too and very quickly a gap in
the market became clear.
True to its philosophy of seizing new opportunities,
the team got to work, developing a range of
childrenswear that followed the same principles of
its successful older sibling, Cotton On. With trend,
value and the lifestyles of ‘real kids’ driving the
brand’s innovation, Cotton On KIDS was born.
And since those first doors swung open in Knox
10 years ago, KIDS has carved its place in the
global marketplace as a brand revolutionising kids’
clothing. With its range of bold, colourful and quirky
designs – all delivered at a value price point – the
brand has successfully redefined the childrenswear
category. Taking pride in its ability to surprise and
delight children and parents alike, KIDS’ fresh and
fun approach perfectly reflects the personality of
its littlest customers, letting kids be kids.
Cotton On KIDS General Manager, Natalie McLean,
has been at the helm of the brand for the last three
years and instrumental in its continued growth and
expansion.
“I’ve loved seeing our brand evolve into what it is
today – a leading global retailer in 15 countries
around the world. It’s testament to the hard work
and passion of our team, who continually push the
boundaries of the kidswear space to make sure what
we offer is true to our brand and to our customers,”
McLean says.
With the solid foundations forged in the early days,
the brand has grown to become a trusted, goto destination for kids clothing both in Australia
and abroad. In 2007, following significant growth
domestically, KIDS opened its first international
store at Queensgate in Wellington, New Zealand.
Singapore soon followed in 2009, with the USA
shortly after in 2012.
The brand’s growth hasn’t been limited to store
footprint e