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New JJB kid's line

Fashion

New JJB kid's line

By FashionUnited

15 Apr 2003

British sportswear retailer, JJB Sports, has divulged plans for the launch of a new value-priced kidswear brand. The move is part of a product overhaul. The company has not yet decided on a name for the new brand but said it would go head-to-head with supermarket giant Asda's George label.

JJB CEO Tom Knight said: "Asda hit us hard on kidswear last year. Buying from brands, you just can't compete on price, but we will be able to with our own label." He continued: "Kids up to 10 years old aren't quite as brand-conscious as 10-to 14-year-olds and that is where we will focus."