Green Baby Signs With Tesco

Organic cotton baby and toddler brand Green Baby is to design a babywear collection for Tesco, as part of the UK's largest retailer's drive to add value to parts of its clothing offer. The range of basics, to be called Green Baby for Tesco, will be trialled in 25 of Tesco's larger format stores from March, with plans to roll it out to more stores by the end of the year. Designer for newborns to 18-month0olds, it includes bodysuits, babygrows, hats and booties. Green Baby's new designer Nicola Bradshaw, who joined from Elle in the spring, will head the design of the range.

The main components of Tesco's clothing offer are the UK license of Cherokee and the Florence & Fred and Value own labels. The company is known to be looking at broadening its sportswear range, and the Breen Baby deal signals a willingness to look to niche brands. Green Baby's clothing, toiletries and nappies are sold in over 300 UK independents.

The company also operates a home shopping business with a mailing list of around 50,000. Green Baby's range of organic cotton clothing is produced at a Fair Trade project in South India. Other products are sourced mainly from Europe, notably in Germany where organic cotton is commonly used.