As H&M unveils its new premium childrenswear label, which is launching in partnership with luxury department store Selfridges, global managing director of kidswear Ida Lindahl speaks to Retail Week about the inspiration behind the brand and how it fits into the group’s broader strategy.
Swedish fashion giant H&M has launched new premium childrenswear brand H&M Adorables, built on “high-quality materials, enduring pieces and a timeless design aesthetic”.
In a first for the fashion retailer, it has launched the new brand in partnership with luxury department store Selfridges. The collection will be available across the department store’s estate, digitally at both brands and in selected H&M stores globally.
Available to shop now via a pop-up kiosk in Selfridges – adorned with Adorables mascot designed by British artist John Bond – H&M global managing director of kidswear Ida Lindahl called it a “playful and immersive” experience that speaks to both children and adults.
To celebrate the launch, Lindahl showed Retail Week the new collection and discussed the inspiration behind the new brand, how it fits into the broader H&M strategy and the significance of partnering with iconic Selfridges.
What was the inspiration behind H&M Adorables?
“We’ve done childrenswear for a long time and we’ve actually done premium quality childrenswear for quite some time as well, so when we started looking into the strategy and the idea around H&M Adorables it was very much around how we make this into a 2.0 version of what we’ve been doing before.
“We wanted to pay really close attention to detail, looking at a more timeless design that really lasts and we hope has the longevity to be passed on through generations. We want to really surprise the customer with fantastic quality at a really accessible price.
“We are working with cashmere, wool, silk and organic cotton and the price points are really accessible for what you get, so we’re hoping to wow the customer with the look, feel and the price tag.
“In terms of the name H&M Adorables: it took tonnes of discussion, but H&M Adorables just felt right. It really captured what we wanted the brand to stand for. I think adorable is one of those words that is super endearing, but maybe hasn’t been milked quite as much as the word cute. It just resonated with us and captured the feeling that we wanted to convey.”
What is the style direction of the new brand?
“When we started, and with longevity and timelessness in mind, we tried to put together a foundation assortment that can really stand the test of time and that goes with anything. You have a base collection that’s quite neutral and has muted shades that work well with each other.
“A lot of products can be gender neutral, such as our cardigans, but we also have pinks and blues. On top of that to create an excitement layer we have seasonal drops coming in. Before Christmas the first round will be replaced by another assortment that reflects that season much more.
“It should never really go out of style, it should still feel like you can mix and match the drop with everything that goes in the collection. I think the buzzword within our planning for Adorables has really been longevity and how we make designs in a sustainable way. That’s really what we tried to capture.”
Does H&M Adorables fit into the trend of ‘mini me’ dressing?
“Yes, we do see it. It’s an evident trend, but at the same time there’s so much room and desire for playfulness in childrenswear.
“If you want to dress your child as a mini me you will find a diverse range that allows for that and if you don’t like that, which some parents really don’t, then you can also find another way. The collection has been designed to be able to mix and match so I’m hoping it will cater to both.
“A big customer segment for us now is the millennial customer and they’re quite conscious of style. They might want to mirror their own style in how their kids dress but then kids also have a way of their own.”
Why did you choose Selfridges?
“When we came across Selfridges in those discussions, we felt it was such a great match.
“Having been around since 1909 and H&M having a really long heritage, the kind of customer profile that shops with Selfridges and that it’s internationally renowned are all things that we’ve been looking for. It fulfilled all of the wishes that we had in launching this collection in a good way.
“Looking forward there are lots of opportunities to meet our customer in new and inspiring ways. Selfridges is the first step, but there will be plenty more to come.”
Where does Adorables sit within the broader H&M business?
“The purpose with Adorables, and especially teaming up with Selfridges, has been to capture a new segment of customers that perhaps isn’t having us top of mind today or doesn’t regularly shop with us.
“It’s a very exciting opportunity. I think there are also customers who we reach who are already customers for H&M, but it gives us the opportunity to meet them in a different setting that hopefully enhances the premium quality perception that we really want to convey.
“When it comes to H&M as a whole and how Adorables fits with this, we are really spending a lot of effort at the moment to try and elevate our customer experience.”
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