Following the success of its initial collaboration with the George at Asda brand, the Royal Horticultural Society (RHS) has announced the arrival at retail of a second collection, again highlighting children’s apparel and accessories for 1-7-year-olds.
As well as being a hit at retail, the first RHS collection from George at Asda won the Best Brand Licensed Children’s Product or Range at the 2022 Brand & Lifestyle Licensing Awards. This second collection is set to build on that success, and focuses on a carefully selected mix of apparel for wearing out and about, including shirts, t-shirts, hoodies, dresses, shorts and backpacks, as well as sweatshirts, joggers, dungarees, cardigans, clogs and trainers.
As before, the George design team has collaborated with the RHS to create a unique print direction featuring hand-drawn illustrations of colourful plants, vegetables and insects – there’s even a friendly bumble bee-shaped backpack. Slogans encouraging kids to reconnect with nature and grow plants and veg, such as “My hobby is making garden friends”, “Plant some seeds to save the bees” and the collection’s tagline “Let’s go and grow” are highlighted throughout the collection, which can be found in back neck prints, back neck tapes and packaging.
To further underline the joys of gardening, swing tags have again been designed in the shape of flower pots. The RHS branding, highlighting the RHS tree and shield, is clearly visible on the sew-in tags and packaging.
The range is now available in 86 Asda stores and online at George.com, and selling through at an amazing speed, underlining the continuing appeal of the RHS/George collaboration over a year after the first collection hit the shelves.
Launched in 1990, George is now sold in over 580 stores and through George.com with over two million customer transactions per week combined, making George one of the largest fashion retailers in Britain.
Estella Arroyo, Product Design Profession Lead at George, says: “The positive challenge of this latest collaboration was to build on the appeal of our first collection but offering something new and exciting. The response so far has been fantastic! We are thrilled to be collaborating once again with the RHS on this and the clothing and accessories brilliantly combine style, fun and practicality – perfect for getting outside, exploring and growing!”
Cathy Snow, Licensing Manager, RHS, says: “As one of our earliest forays into children’s products – and our very first collaboration on children’s clothing – the RHS collection from George at Asda was an unqualified success, delighting children and parents and brilliantly underlining our key message – to encourage everyone to ’get growing’. We were understandably eager to develop a second collection with the talented George team, and yet again they have excelled themselves.”