Seed growth spurt

Fashion brand Seed Heritage has invested in new apparel line, creating its first teenage clothing line for girls.

The Seed Teen summer collection, tailored to girls aged eight to 14 years old, will launch into stores this October and will operate from its own customised destination inside 16 selected Seed stores across Australia and online.

Seed general manager Denise Haughey said the decision to expand the original Seed Heritage retail range was made off the back of consumer demand.

“Our customers have been asking for a separate teen collection, and we are thrilled to have created this cool new range especially for them,” she said.

“The collection embodies the playful and unique elements of the Seed aesthetic, but is designed especially for the teen customer.”

As previously reported on ragtrader.com.au, Seed Heritage has had its eye on expansion for some time, and has grown to include apparel, jewellery, and footwear as well as Seed Candy – a branded confectionery collection – since first opening in Melbourne in 2000.

The brand currently has 71 stores across Australia and six stores in Hong Kong, but has expressed its desire to expand further across Hong Kong and China.

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