Morrisons launches debut kids clothing line

Supermarket chain Morrisons has unveiled its first ever

own brand clothing range, a children’s clothing line, Nutmeg.

The collection for children aged 0-12 years will launch initially in 84 Morrisons stores and six Kiddicare superstores next month and will feature baby wear, swimwear, as well as t-shirts, coloured jeans, dresses, jackets and shirts.

The collection, which has been developed to rival Morrisons competition, has an emphasis on ‘thoughtful touches’ and includes chunky zips allowing kids to do up themselves, expandable waist bands for growing kids and itch-proof collars.

The debut clothing brand follows the retailer’s appointment of former Peacocks managing director Tim Bettley as its first director of clothing last March.

Nutmeg is due to hit shelves March 21.