Norlanka Brands, responsible for launching the private label brands of PDS Multinational in India, the Middle East, and the South East Asian market, has acquired a majority stake in Lilly + Sid, the organic British kidswear brand, and introduced the brand in India as a trendy yet conscious offering for children’s clothing, made with 100 percent organic cotton.
From the shelves of heritage British retailers like Harrods, Harvey Nichols, and Selfridges, Lilly + Sid enters the Indian market in a digitally forward format with an exclusive tie-up with Reliance Retail’s fashion marketplace Ajio. This e-commerce first approach allows Norlanka Brands to follow more environment-friendly processes for digital supply chain management and adopt sustainable practices for an overall reduction in their carbon footprint.
Founded in 2009 by Imran and Emma Hassan in the UK, Lilly + Sid was started with a mission to create clothes for children, combining quality with organic fabrics in a planet-friendly manner. The brand has now evolved into one of Britain’s top sustainable kidswear labels with ‘unique designs for little people and their planet’.
GS Periwal, CEO, Norlanka Pvt Ltd, said, “As kidswear evolves to be an important lifestyle focus for parents, we are proud to launch an award-winning, certified brand like Lilly + Sid which has a strong ethical foundation, in India. With a robust digital presence, we wish to offer Indian consumers a product line that is sustainable, conscious, and does not compromise on the quality of clothing for children. For us at Norlanka, where we believe that the future of fashion is sustainable, the unique handwriting and the organic story of Lilly + Sid matches our philosophy.”
Ankit Shukla, Country Head for India & Middle East, Norlanka Pvt Ltd, stated, “With Lilly + Sid, where style and sustainability go hand in hand, the mission is to offer a unique alternative to what is currently available in the market. We at Norlanka Brands, strongly believe that a truly sustainable venture begins with mindful production as well as the elimination of excess inventories. We are delighted to present Lilly + Sid as a future-forward brand that follows circular design principles and creates apparel using easy to care for, non-toxic materials from renewable resources with the lowest environmental impact. Lilly + India offers organic solutions for everyday clothing for boys and girls, that is sure to change how ready-to-wear clothes are designed, manufactured and sold in India.”
With a 100 percent organic cotton clothing line, Lilly + Sid’s products focus on sustainability without sacrificing style. While conventional cotton uses about 16 percent of the world's insecticides and 7 percent of pesticides, organic cotton doesn't damage the soil, has less impact on the air, uses 88 percent less water, and has 62 percent less energy.
Emma Hassan, Co-Founder, Lilly + Sid, said, “We focus on maximizing the lifecycle of our products through thoughtful design features that enable garments to grow with the child through the years. Our multi-wear separates and reversible garments are a key part of the collections - two looks in one are a great win for sustainable wardrobes with less washing and fewer pieces needed to create looks for little ones.”
Lilly + Sid is a brand for the young, modern parents who are actively involved in the growing years of their children while they create new traditions as a unit and are invested in building a sustainable future as a family. With its organic offering for children, Lilly + Sid promises to be the perfect new addition to the ever-evolving kidswear market in India.