WHEAT strengthens position with UK retailers

Danish childrenswear brand, Wheat has strengthened its position in the UK with its latest collections now available in a variety of retailers.

The spring/summer ’24 collections can now be found at Scandiborn, johnlewis.com, independent retailers countrywide and the dedicated Wheat store in London’s Islington Square.

Following the success of the AW23 collection, Wheat has grown its partnership with Scandiborn, the UK based Scandinavian-inspired online store, offering more outerwear, transitional pieces, daywear and footwear designs. A range of cross-marketing initiatives between both brands is in the pipeline.

At the Wheat London store, there is a selection of baby and childrenswear in delightful prints including the new strawberry, cornflower and green floral designs. The collection is complemented by accessories, footwear and swimwear, all made from responsible materials.

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