UK eTailer Next has announced a new kids' collection which will be sold exclusively via its international websites.
The business has teamed up with radio and TV presenter Myleene Klass to create a 140-piece line for newborns and kids, which will be sold via its international websites, including the local AU arm.
The collection also signals Next's continued focus on the kidswear category, with IBISWorld estimating that the childrenswear market in Australia is valued at $3 billion.
Speaking on the collection, Klass said that she designed the pieces to be unisex and practical.
"Partnering with Next has given me the opportunity to explore new fabrics and techniques in design that I haven’t been able to before.
"I wanted the clothes to do lots of different jobs, I want them to feel good, look good, be practical, be unisex… look fresh but still classic and include all the elements that my customers know and want from my designs - and that my own babies have enjoyed growing up with," she said.
The collection is comprised of pieces for newborns to six-year-olds and ranges in price from $13 - $50.
It is available now on the Next Australia website.