Ed-a-Mamma launches casuals for teens


16 November 2022, Mumbai:

Ed-a-Mamma has expanded its portfolio with the launch of a casual wear line for teens called Edheads.

The clothing line is targeted at teens between the ages of 11 and 17 years. Ed-a-Mamma is Alia Bhatt’s children’s wear brand. The brand has already introduced maternity wear and children’s wear and clothing for young adults felt like the natural next step since Gen Z is more socially aware and environmentally conscious and that is the community the brand wants to nurture.

Ed-a-Mamma which started in October 2020 currently retails from its dedicated e-commerce store as well as from a wide array of multi-brand online platforms like FirstCry, Ajio, and Myntra, among others.

The brand also plans to strengthen its domestic retail presence and diversify its portfolio by launching new categories to cater to a wider audience. Plans are to expand more into the infant segment and add more vertical categories in and around the space of family care. Ed-a-Mamma plans to enter international markets by launching the brand in the UAE and Europe next year.

Sustainable clothing for children at an affordable price point will continue to be the cornerstone of the brand, while driving the overall brand goal, to get children and their parents to love and look after their planet.

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