A new collection of Peter Rabbit children’s wear has bounded into UK retail, thanks to an exclusive partnership between Silvergate Media and the high street fashion brand Joules.
The range has been designed by and will be exclusively available from Joules itself, marking a first for the UK retailer in utilising the Classic Peter Rabbit brand. The deal was brokered by Silvergate Media on behalf of Penguin Ventures.
The 22-piece collection includes a range of clothing, rainwear and footwear items suitable for babies and children up to the age of six. Inspired by Beatrix Potter’s world-famous tales, the designs combine timeless illustrations from the classic children’s books and Joules’ own signature floral print.
Babygrows, appliquéd sweatshirts and Joules’ classic knitted leggings all feature, while older Peter Rabbit fans have a range of raincoats, character t-shirts, floral wellies and fluffy-bunny welly socks to choose from. These items, including soft-cotton tops, dresses, coats and t-shirts, are available for children aged one to six.
“We’re incredibly proud of the new Peter Rabbit Collection that Joules is launching this summer,” said Thomas Merrington, creative director at Penguin Ventures. “As a much-loved lifestyle brand inspired by the British countryside,Joules’ mission to make the ordinary extraordinary chimes with the values of Peter Rabbit and we’re delighted to bring the character’s own brand of mischief to Joules customers.”
Laura Douglas, director of design at Joules, added: “It’s been a real pleasure to collaborate with such a beloved and iconic brand as Peter Rabbit and we hope the collection brings something very fresh, fun and distinctly Joules.”
The new collection from Joules builds on the continued success of Peter Rabbit apparel lines across the market which has seen retailers including Mothercare, Sainsburys, Marks and Spencer and JoJo Maman Bébé expand their apparel ranges in the past 12 months.