APPAREL MONTH: Guess How Much I Love You babywear arrives in Sainsbury’s

Classic brand Guess How Much I Love You goes on sale in Sainbury’s this month, with the grocer choosing to stock Paul Dennicci’s new line of babywear.

The unisex range includes a sleepsuit, romper suit and three-piece gift set. The designs are based on the new creative direction for baby and infant categories unveiled by Walker’s licensing division last year.

Sainsbury’s will be the first retailer to launch the new apparel range, with others coming on board later in the year.

"We love the new range from Dennicci and are thrilled to have Sainsbury’s on board," said Anna Hewitt, head of licensing at Walker Books. "The new creative direction for Guess How Much I Love You has proved popular with licensees and retailers alike, and we’re looking forward to taking this contemporary classic brand to new consumers in the coming months."

Dennicci joins a raft of other licensees also due to launch Guess How Much I Love You products this year. These include a range of nursery bedding, toys and gifts from Suncrest launching in M&S this spring, Hallmark’s range of greetings and wrap, plus Rainbow Designs’ line of plush and gift.

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