NA-KD in name only, this is a digital-first, social led brand which resonates with our fashion-forward customer. This Scandinavian born brand brings newness, speed to trend, a highly engaged audience and influencer collaborations helping us to strengthen our womenswear offer and drive relevance in key growth categories.
The new collection on site reflects a Scandi aesthetic that combines clean sophistication with modern femininity, centred around trend-led, wearable fashion. It blends elevated everyday pieces with more statement styles, and it is designed to move seamlessly from day to night. Targeting a fashion-conscious, digital-native customer, the range sits within a mid-accessible price point that aligns well with our core customer expectations.
In the first 5 weeks of launch, the collection is showing signs of strong performance, customer engagement and strong sales numbers demonstrating a clear appetite for the brand. Already our #1 Partner Fulfilled brand in Partner Brands and #1 100% Partner Fulfils brand in the business with more than double the sales we’d planned for! Standout styles include the butter yellow halter top and the Felica scarf mini dress in multiple colour ways
It’s been great to see such a positive response so quickly, and we’re looking forward to building on this momentum as we continue to grow the brand on site!