Poetic Brands adds Early Learning Centre to growing baby and children’s division

Brandora Redaktion - November 2020

In a new partnership with Riverside Brands, leading apparel licensee, Poetic Brands, has added the prestigious Early Learning Centre brand to its expanding Baby, Children’s Wear and Accessories division.

The ELC collection will incorporate baby and children’s wear products, including baby layette and fashion, as well as accessories such as baby changing bags and slings in the baby collection. In the children’s category, Poetic Brands is set to offer children's daywear, as well as accessories including luggage, beach towels and bags and flip flops.

A trusted, renowned children’s brand, ELC is known and loved by parents worldwide and creates the perfect best in class synergy with Poetic Brands. Having traded in a number of guises since 1974, the Early Learning Centre has become a destination retailer for expectant mothers, new parents and beyond.

Currently owned by The Entertainer, ELC operates both online and within The Entertainer stores with a clear vision – to support parents with their child’s early years learning and development through play.

Anne Bradford, Director, Poetic Brands says: “When we heard about the opportunity of establishing ELC as an apparel collection, we jumped at the chance to come on board and work with Ash and The Entertainer on this project.”

“In the initial year of setting up the business it has been so important to us to look for new opportunities to the market and the ELC brand absolutely ticks this box. Our team has a huge amount of experience across both baby and toddler and they are looking forward to creating a unique apparel collection at retail.”

Ashley Holman, MD, Riverside Brands, added: “We have had a fantastic initial response to the Early Learning Centre licensing opportunity since announcing it a few months ago and it is really exciting to be partnering with Poetic Brands, as they really understood the vision we have for the brand from the outset. We are confident this will be the start of a very successful partnership for all involved.“