Kids o’Clock x Harvey Nichols

The first-of-its-kind childrenswear resale department.

The first-of-its-kind childrenswear resale department at Harvey Nichols, Knightsbridge.

In celebration of Harvey Nichols’ newly launched Childrenswear floor, Kids o’Clock and Harvey Nichols have joined forces in a bid to revolutionise the way parents around the world shop for their children. This is the first time Harvey Nichols has partnered with a brand on a resale concept; a true indication of the future of retail going hand in hand with the circular economy revolution.

Brainchild of former Net-a-Porter, Moda Operandi and Harvey Nichols buyer, Laura Roso Vidrequin, Kids o’Clock focuses on recycling children’s clothing, accessories and gears for resale with the chance to also buy pieces at a fraction of the retail price. The children’s clothing rental and resale category is still a relatively small sector within the fashion industry, despite 90% of kidswear only being worn a few handful of times. At present, there are approximately 8-10 sizes that children go through from birth until 3, and so is arguably the sector that accounts for the largest amount of clothing and textile waste.

The concept is simple; customers will be encouraged to drop off their pre-loved children’s clothing at the drop off point within the Kidswear department at Harvey Nichols, Knightsbridge. Their items will be collected and sold globally from the Kids o’Clock website, and as a reward for helping the planet, customers will receive a £20 voucher to spend in-store on any product within the childrenswear department*.

Laura Roso Vidrequin says, “We are thrilled to launch our first in-store partnership with a leading luxury retailer like Harvey Nichols. The concept enables anyone to become a pre-loved donator or buyer in a very organic and easy way. This is the first time in almost 200 years that Harvey Nichols will be experimenting with a new retail model such as this one, and we’re thrilled to be their chosen partner. Donating pre-loved items hugely extends the lifespan of children’s clothing and offers a dynamic way for consumers to do their bit for the environment whilst still allowing them the positive connotation attached to buying something new when shopping. The point is, we want more people to see that they can buy less, buy better, donate, and buy pre-loved too – it is all part of the same cycle and we hope this partnership helps to raise awareness, enabling more people join the revolution!”

*T&Cs apply – £20 voucher can be applied to a spend over £150 in the kidswear department only. Only one voucher to be applied per transaction. Full T&Cs available on