Boden adds heritage collection and cashmere to babywear

By

Sandra Halliday

Published
Feb 22, 2018

Boden has added a heritage element to its babywear collections focusing on its Britishness and also on quality with the addition of very British pattern elements and of cashmere pieces in the line-up.

New in the Baby Boden line-up is what it’s calling a A Very British Baby Collection, a brand-new range “designed in Britain to celebrate British heritage.”

That launch potentially makes strong commercial sense given a report from Barclays earlier today that said international consumers see British heritage as a marker of quality and would be prepared to pay almost 10% more for goods with a British connection.

The collection features a nod to the monarchy with playful corgi and Queen’s Guard soldier motifs across bodies, and London landmark illustrations printed on sleepsuits. 

It also helps focus attention on the label at a time when the Duchess of Cambridge is expecting another baby.

Boden said to expect "thoughtful elements fit for any little prince or princess,” including hand-finished embroidery, velvet trims, pinstripe pockets and button detailing. 

Each piece is made from 100% organically grown cotton with nostalgic touches, such as smocking and ruching. It launches this month in the King’s Road store and online.

Additionally, it’s adding Baby Cashmere – its first pure cashmere collection for this age group. The range includes supersoft blankets, knitted leggings, rompers and cardigans in classic shades of ivory, dove grey and heather. All pieces are machine washable and come in gift boxes.