Heritage pram brand Silver Cross debuts baby clothing in Tesco F&F deal

By

Nigel TAYLOR

Published
May 30, 2024

It’s quite an endorsement for a brand new collection. Silver Cross, best known as a heritage pram and nursery furniture brand, has secured an exclusive tie-up for its just-launched range of baby clothing with UK supermarket giant Tesco.

The range has just landed at 129 stores in the retailer’s F&F fashion section, with the nature+nurture range featuring jungle-themed prints, stripes and pastels for the 0-24-month age range.

Blending cottons and linens, each piece “has been designed with attention to detail, using the softest of fabrics ensuring both comfort and style… whilst the contemporary prints offer a modern twist to timeless classics”, Silver Cross said.

The collection includes free-flowing dresses “for maximum comfort”, shorts sets, soft rompers and bib shorts in linens and jerseys. Watercolour jungle prints, wave prints and soft stripes are complemented with solid pieces in soft pastels with co-ordinating comforters. Each piece has been designed to create easy access.

Retail design and sourcing solutions company Poeticgem collaborated with Silver Cross & Silver & Bamboo Limited, the master licensee for the brand, on the new baby range. 

Jasveen Saidha, Tesco F&F buyer, noted that the range “offers our customers [a] premium, sustainably-sourced range at affordable prices.”