The Arcadia Group have announced that the brand will provide “on-trend” looks for boys and girls aged between 18 months and 12 years old. Mitch Hughes, a buying director within Arcadia, said: "Launching a childrenswear range follows extensive customer research amongst families who shop across all the Arcadia brands, they told us that for their kids they wanted fun, stylish pieces that were good quality and that price was key.” The clothing will be priced from £7 to £45, being sold in selected Arcadia owned OUTFIT stores, in a number of Dorothy Perkins & Burton stores, as well as online via the Dorothy Perkins, Burton and Wallis websites.