Myer has added Scandinavian children's fashion brand Name It to its childrenswear offering.
The brand will launch across 20 Myer stores as well as its website.
The 30 year old brand creates collections for zero to 12 year olds, injecting trend-driven pieces into the children's apparel space and sits under the Bestseller umbrella alongside other brands including Jack & Jones, Only, Selected and Vero Moda.
As per the Bestseller ethos, Name It is tracking towards sustainability targets with its lower water impact denim ranges, with 45% of all styles made from organic cotton. By 2020, Name It aims to increase this percentage to 50%.
Bestseller Australia country director Rikke Dahl-Thorup said that the business is excited to introduce the brand to Australia with Myer.
"We’re thrilled to partner with Myer to introduce our Scandinavian heritage brand, Name It, to Australian consumers.
"For more than 30 years we’ve been creating contemporary and affordable children’s wear, drawing inspiration from the grown-up world of fashion.
"Offering the opportunity to create individual looks based on the latest global trends, our focus is on producing responsible fashion which is comfortable and functional, as well as safe and of the highest quality for children."
Myer childrenswear buyer Laura Commadeur said that Myer expects the collection to be highly successful.
"We are so excited to have Name It in our stores and online, and know this will be a hit this summer, with colourful and vibrant Danish designed clothes for kids, sizes five-10."
Name It launched in-store and online on August 5, with the Myer website currently stocking 48 pieces ranging in price from $17.95 to $59.95.