Exciting news! Seven extremely cool new brands are hitting John Lewis’ kidswear department both online and in selected stores. From today, you will be able to buy Caramel, Bobo Choses, The New Society, Wheat, Olivia Rubin, Armor Lux and Claude & Co. online and by the end of April they’ll be on the shop floor at Oxford Street, Peter Jones, White City and Leeds stores.


(Image above featuring Bobo Choses from a selection at John Lewis)

Wheat dress, £62.95, John Lewis

This is such an exciting move for John Lewis who have identified parents’ appetite for peppering their kids’ wardrobes with more distinctive pieces from brands with a reputation for individuality and premium quality. Following a relaunch of their own-brand kids collections last year and the introduction of their first 'tween' collection, this new Kids Boutique range will make John Lewis even more of a must-visit destination for brilliantly curated kidswear.

Caramel pinafore dress from a selection at John Lewis
We are really excited to add these new brands to our collection, they have been hand-selected and we know that they aren’t widely available on the highstreet, by launching with us we are allowing more customers to discover them and we hope they will feel inspired by these new Boutique brands.
Aly O’Connell, John Lewis’ Childrenswear buyer.
The New Society T-shirt, Bobo Choses shorts from a selection at John Lewis

The seven premium brands selected have a distinctive individual design aesthetic and have been chosen for their brand provenance, trend-led designs and sustainability credentials. We’re excited to see these fabulous labels become more accessible and most of all eligible for click and collect!

>> Shop John Lewis kids here