Emma Bunton 'spices' up Argos with her own range

Argos  |  Press release

Argos is delighted to announce an exciting new partnership with Emma Bunton to create an exclusive baby and childrenswear range for the retailer's newly launched clothing category. The collaboration is the first of its kind for both Argos and Emma, which will see the clothing range available in store and online from January 2012.

Mother of two Emma has been working closely with the Argos team since March on the 99-piece collection for girls and boys aged newborn to 10 years old.

Emma says, "As a mum myself I'm forever searching for fun and fashionable clothes for my boys, that are comfortable and practical too - clothes they really want to wear. Working with Argos has given me the opportunity to create exactly that! I've worked hard on every piece in the range; the designs, colours, fabrics, prints and cuts and I'm so proud of the outcome"

"As a child I modelled for Argos and featured in the catalogue several times so it's great to make a return appearance, this time with my own range, it's something I've always wanted to do."

Emily Jacobs, Business Development Manager at Argos says, "Emma is known and loved for being a stylish, hard working mum so was a natural choice to design this kids collection with us. We are confident that our customers will love the high quality and detail at our great value prices."

Designs for the collection have been heavily influenced by Emma's own family and life. Four year old son Beau inspired the skull and cross-bone t-shirts, while cute prints of their dogs appear on some of the gorgeous party dresses for girls. Jade and Emma's love for music is even reflected in guitar print hoodies in the boyswear range.

Emily Jacobs adds, "The launch of licensed character kidswear has been well received as a natural extension of our current ranging at Argos. Emma's collection will take kidswear to a new level with a fully comprehensive and credible range, putting Argos on the kidswear map as a clothing destination."

The range will be available from January in store and online at www.argos.co.uk

-ENDS-

Notes to editors
For more information or imagery please contact Sarah Hall on 0207 654 4783 or laura.wing@iris-worldwide.com

This deal was developed and negotiated on behalf of Emma Bunton by Simon Fuller's XIX Entertainment Ltd.

About Argos
Argos is the UK's leading multi-channel retailer and provides a highly successful and unique offer of choice and convenience. It sells general merchandise and products for the home from over 750 stores throughout the UK and Republic of Ireland, online, over the telephone and TV. In the financial year to February 2011, Argos' sales were £4.2 billion and it employed some 33,000 people across the business.

Argos serves over 130 million customer a year through its stores. On average, 17 million UK households, or around two thirds of the population, have an Argos catalogue at home at any time. Argos' internet site, www.argos.co.uk, is one of the most visited high stree retail websites and Argos continues to be the second largest internet retailer in the UK, with 400 million website visits each year. Argos is part of Home Retail Group, the UK's leading home and general merchandise retailer.

Home Retail Group has been awarded the Carbon Trust Standard which certifies that we have genuinely reduced our carbon footprint. We call our responsible approach 'the basis of good business'. Find out more at www.thebasisofgoodbusiness.com

About Simon Fuller's XIX Entertainment
Emma Bunton is managed by Simon Fuller's XIX Entertainment, one of the most dynamic and influential forces in the global entertainment business. With a 25 year career marked by innovation and No.1 hits in TV, film, music, sport and fashion, Fuller has accumulated a formidable reputation as the most successful British manager of all time. American Idol, the multi-billion dollar TV format was created and is executive produced by Simon Fuller. Fuller is currently working on the Spice Girls' musical 'Viva Forever' which is set for 2013 release. In sport, Simon Fuller's XIX Entertainment manages the career of David Beckham, world tennis star Andy Murray and the 2008 Formula 1 World Champion Lewis Hamilton. XIX Entertainment's interests in fashion include a joint venture with influential designer Roland Mouret, and a flourishing partnership with Victoria Beckham.

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