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Asos to cut kidswear

When most fashion businesses were struggling with the recession, internet phenomenon ASOS evolved from a company duplicating celebrity-inspired products to a trend-setting label bought by celebrities such as Rihanna and Kate Hudson. Effectively selling to its key demographic – a generation that expects a quick online experience, affordable prices and easy purchases as a matter of course – ASOS gained the ability to empty our bank accounts each month.

As Kate Carter put it: “At the current rate of growth, we will be living in the People’s Republic of Asos by 2020.”

However, news today has shown that even ASOS are not immune to the harsh business environment and have made the decision to cut its kidswear label – Little ASOS – at the end of the year. ASOS, which sold kidswear brands including Ralph Lauren and Little Joules alongside its own-label collection, said it would drop the category to allow them to focus on growing its adult business.

ASOS product and trading director Rob Bready confirmed to Drapers magazine: “As part of a continued focus on building the adult fashion area of the business, ASOS will cease trading its kidswear division at the end of 2010.

This will enable the company to focus its resources of both the team and infrastructure into the key growth areas – trend-led product for a fashion-driven customer between 18-34 years old.”

ASOS debuted kidswear on its site in 2008 but the branded market has since suffered declines at the expense of fast-growing own-label kidswear offers, particularly from the value sector and supermarkets.