Kidswear Collective, specialist in pre-loved and past season designer baby and kids fashion, has acquired Cheeky Cherub.
Cheeky Cherub launched in 2020 and was founded by Erika Abd-Allah and Lucy James. Primarily trading online, the company also opened a shop in St John’s Wood, London.
The acquisition further cements Kidswear Collective as the leading re-sale platform, providing customers with a wider choice of luxury baby and kids fashion.
Kidswear Collective has experienced significant growth over the past 12 months and has opened a new warehouse and fulfilment centre in London, which will house its processing facility.
As well as selling online, Kidswear Collective can now also be found in three Selfridges stores, as well as selfridges.com, two Fenwick stores, Bentall’s Kingston and Galeries Lafayette, Doha.
Alongside pre-loved fashion, Kidswear Collective has extended its offering to include past season fashion and is working in partnership with over 50 luxury kidswear brands.
Co-founder Shoshana Kazab, said: “We are passionate about changing the perception of what pre-loved fashion looks like and we are excited about bringing Cheeky Cherub’s community into the fold. We are enormously proud of what Erika and Lucy have achieved and helping to set a high bar for pre-owned childrenswear.”
Erika Abd-Allah, Cheeky Cherub’s co-founder added: “We are thrilled to be part of the Kidswear Collective family and want to express our heartfelt gratitude to our sellers and customers for their loyalty and support throughout our journey to make the childrenswear space circular and parents’ lives as easy as possible. We know they are in the very best of hands with Kidswear Collective.”
