Lee Cooper is making strides into the kidswear sector with its latest licensee, TV Mania.
The line will target children up to the age of 14 across Europe and feature jeans, jackets, t-shirts and swimwear.
"TV Mania's new licence with Lee Cooper is great news for us as a global lifestyle brand," offered Andrew Dunkley, MD of Lee Cooper. "By adding a kidswear range to our existing adult brand, we are able to introduce youngsters to Lee Cooper, helping to increase brand loyalty on a long-term scale.
"As a result of this licence, Lee Cooper will now be represented in a wide range of clothing categories in Europe, from toddler, right through to adult. This is one of the major milestones for our expansion into the kidswear market and an important sector for us."
Eti Gil, brand manager at TV Mania, added: "We are incredibly excited to partner with an industry leading brand such as Lee Cooper. Their creative team has shown innovation and success for more than a decade and we are very proud to join forces to launch the new brand for kids. We believe that there is huge potential for the Lee Cooper brand in the mid-tier market."