Consolidation in the UK baby and kidswear sector continues as Kidswear Collective, a pre-loved and past-season fashion platform, acquires Cheeky Cherub, a secondhand luxury childrenswear reseller. This strategic move brings Cheeky Cherub’s inventory onto the Kidswear Collective platform, solidifying its position as the leading resale platform in the sector.

Cheeky Cherub, founded by Erika Abd-Allah and Lucy James in 2020, aimed to expand the kidswear sector’s presence in the circular economy. Kidswear Collective, which has experienced significant growth over the past year, recently opened a new warehouse and fulfillment center in London. In addition to its online presence, the company operates shop-in-shops in prestigious department stores.

Kidswear Collective, known for selling pre-loved fashion and past-season clothing, collaborates with over 50 luxury kidswear brands. This acquisition not only strengthens its market position but also aligns with its mission to transform the perception of pre-loved fashion in the children’s wear space.

Shoshana Kazab, co-founder of Kidswear Collective, expressed her enthusiasm for integrating Cheeky Cherub’s community into their platform, highlighting their commitment to changing how people view secondhand childrenswear. Erika Abd-Allah, co-founder of Cheeky Cherub, thanked their loyal sellers and customers for their support in the journey to make childrenswear more sustainable and convenient for parents, expressing confidence in Kidswear Collective’s ability to continue this mission.

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