Kids' labels stand up for the little guys

MELBOURNE: Retailers are rushing to stock two recently launched kidswear labels, but the majors and chains won't be getting a look in, according to the brands' founders.
Recent weeks have seen the spring/summer 2006/07 ranges of boys' label Tommy Rocket and girls' brand Two Belles snapped up by speciality boutiques.
While this in itself is not unusual, the move has impressed many as the labels are the first launched by six-month-old fashion house The Laboratory, which only opened its doors in January under the direction of Paul Chrimes, Frank Imbrogno and Ben Bowen.
"Even though we've been a little late to the market, as soon as we show retailers the samples they know they can sell them," confirmed Laboratory co-director Ben Bowen.
The brands were specifically designed to service the independent retail market, he added.
"In the past few years the market has really changed. You've seen the majors growing so powerful that they are crushing the independent stores. Paul [Chrimes] is passionate about kidswear and he's passionate about supporting independent retailers.
"We're rag traders. We haven't come to this from outside the industry to try and make money, we're passionate about it. We're adamant that these labels will not be sold in chains and majors," he said.
Targeted at the three to seven-year-old market, both labels were priced around 15 per cent lower than leading high-end kidswear brands, with T-shirts retailing for around $35 and denims for $50.
The labels comprised around 30 pieces each, featuring colours not ty"We've seen a real lack of fashionable childrenswear in the Australian market. Mothers are having kids much later now, they've got the disposable income and they want more fashionable products for their kids.
"No one is really doing the job in that sector. You've got a lot of backyard Chinese imports that are covering the cheap and nasty end of the market, but what we're offering is high quality and very on-trend."