Argos expanding into clothing with Emma Bunton

Argos has announced that it is partnering with former Spice Girl’s singer Emma Bunton on a baby and childrenswear range, for the retailer’s newly launched clothing category. The collaboration is the first of its kind for both Argos and Bunton,

and the clothing range will be available in store and online from January 2012, and will feature  a 99-piece collection for girls and boys aged newborn to 10 years old.

“As a Mum myself I’m forever searching for fun and fashionable clothes for my boys, that are comfortable and practical too – clothes they really want to wear,” says Emma Bunton. “Working with Argos has given me the opportunity to create exactly that. I’ve worked hard on every piece in the range; the designs, colours, fabrics, prints and cuts and I’m so proud of the outcome.”

Designs for the collection have been heavily influenced by Bunton’s own family and life, with her four year old son Beau inspiring the skull and cross-bone t-shirts. Other pieces feature dog prints on the girl’s party dresses, and her love for music is reflected in guitar print hoodies in the boyswear range.

“Emma is known and loved for being a stylish, hard working mum so was a natural choice to design this kids collection with us. We are confident that our customers will love the high quality and detail at our great value prices,” added Emily Jacobs, Business Development Manager at Argos. “The launch of licensed character kidswear has been well received as a natural extension of our current ranging at Argos. Emma's collection will take kidswear to a new level with a fully comprehensive and credible range, putting Argos on the kidswear map as a clothing destination.”

Argos is best known for selling general merchandise and products for the home, and the multi-channel retailer has 750 stores throughout the UK and Republic of Ireland. In the financial year to February 2011, Argos sales were £4.2 billion and serves over 130 million customers a year through its stores.

Image: Argos