The ‘accidental’ journey of kidswear brand The Middle Daughter

Davida Erdahl

Co-founders Deborah Medhurst and Ric Ramswell

The Middle Daughter was founded by Deborah Medhurst in 2018, who still left powering a profession in interior design to aim on childrenswear. Her partner, Ric Ramswell, is handling director.

The model, which is named after Medhurst’s place in her relatives, provides an edgier choose on typical, feminine girls’ clothing with frills, ruffles and enjoyment prints. It sells direct to purchaser and wholesale to stockists these types of as Alex & Alexa and US retailer Bergdorf Goodman. Wholesale prices vary from £15 for leggings to £50 for dresses.

Concerning 2001 and 2018 Medhurst ran No Additional Sugar, a childrenswear label for boys and women that was stocked by Harrods, Barney’s in the US, and etailers Alex & Alexa and Children’s Salon. No Additional Sugar was compelled went into liquidation in 2018 after an investor pulled out. Medhurst released The Middle Daughter a 12 months

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