Abercrombie & Fitch Co. (ANF) is pushing into baby and toddler clothing for the first time with the launch of a new abercrombie kids Baby & Toddler Collection that extends the brand into newborn-through-5T sizes.
The strategic move broadens the apparel retailer’s business that historically has been focused on sizes 5–18, positioning abercrombie kids as a cradle-to-tween label and giving families a single destination as children age.
The new baby and toddler line is available exclusively online. The line was developed in response to what the company describes as its “number one request” from customers seeking baby and toddler products with the same emphasis on quality, comfort, and elevated style as the core kids range. A&F noted that the products are designed for everyday wear, play, and special occasions, featuring soft, durable fabrics, versatile silhouettes, and classic detailing to support comfort and movement.
“By extending abercrombie kids to include baby and toddler apparel, we are now able to outfit the entire family, from newborn through kids of all ages, reinforcing abercrombie kids as the destination for consistent quality, fit and style that grows with families over time,” highlighted Abercrombie & Fitch Chief Product Officer Corey Robinson.
The biggest baby clothes sellers in the U.S. are Carter’s (CRI), The Children’s Place (PLCE), and Gap (GAP) via its Baby Gap chain.