Brooks Brothers Fleece Children’s Store Opens Thursday

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News, Business

Wednesday, July 28, 2010

Just in time for back to school shopping, Brooks Brothers announced today it will debut its highly anticipated children’s line in the company’s first freestanding Brooks Brothers Fleece for Boys and Girls store in Westport on Thursday. WestportNow.com Image

The new children’s store is located at 136 Main St. in space formerly occupied by Crabtree & Evelyn in the Brooks Corner shopping complex and next door to the longtime Brooks Brothers traditional store.

The store will feature more than 700 square feet of sportswear created by Brooks Brothers’ guest designer Nikki Kule.

The new location will also mark the introduction of Brooks Brother’s first ever girl’s collection of sportswear, party dresses, blazers and accessories all bearing a whimsical version of the brand’s iconic signature sheep label, an announcement said.

Fleece for Girls includes knits, shirts and casual bottoms with retail prices under $50; dresses will be $100 or less; and outerwear retailing for $198 or less. Sizes range from 4-12.

While boys’ is not a new category for Brooks Brothers the Fleece collection represents a new direction and focus by the retailer, which includes not only tailored clothing but a new emphasis on sportswear, the announcement said.

The company said the new boys collection lends a touch of old-school cool to classics like suits, button down shirts, fleece pieces and rugby shirts to name a few all in sizes from 4-20.

This is the 192-year-old retailer’s first foray into girl’s apparel. New York-based designer Nikki Kule was tapped to create a collection that reflected the company’s heritage while addressing the lifestyle of today’s young lady, the announcement said.

“In the Fleece collection, she has lent her playful and charming sensibility to Brooks Brothers’ first line for girls; and balanced sport, school and sophistication in the collection’s new clothing for boys,” the company said. “The result: instant classics that will fast become favorites—and later, beloved hand-me-downs.”

“I envisioned Fleece to address every aspect of kids’ active lives today,” says Kule, who also designs her own children’s line sold primarily online and at trunk shows.

“I want them to feel like they can count on Brooks Brothers for everything they need from a plaid party dress to a sporty sweatshirt for soccer practice,” adds Kule.

The boy’s collection is available at Brooks Brothers stores nationwide and girls will be introduced at select locations including the flagship store at 346 Madison Ave in New York, as well as Beverly Hills, Boston, Chevy Chase, Chicago, and Atlanta, the announcement said.

Several international Brooks Brothers locations will also launch the Fleece collection. The full collections are also available online at http://www.brooksbrothers.com.

The company said it has announced plans to roll out additional free-standing Fleece stores including Kansas City, Mo. this fall and at 1180 Madison Ave. in New York.

News, Business

Wednesday, July 28, 2010

Brooks Brothers Fleece Children’s Store Opens Thursday

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