Children’s sleepwear brand, Merino Kids, are expanding into the Auckland-based ecostore in Freemans Bay, as part of a new strategic phase for the company.

Merino Kids will now feature in ecostore’s Scotland Street flagship, as part of a long standing partnership between the two ‘complementary brands.’

“The ecostore and Merino Kids’ brands pride themselves on the use of natural, healthy and sustainable products, ensuring only the kindest and gentlest of our creations touch our loved one’s delicate skin,” said Paula Petrie, Merino Kids Australasia MD.

Merino Kids, based in Herne Bay since 2003, have moved their Australasia distribution centre in-house to the Wairarapa while its Australasia sales office will remain in Auckland.

Founder Amie Nilsson said that the Kiwi brand has grown on a global scale with continuing revenue increases year-on-year.

“What originally started out as an idea to provide new parents with some peace of mind, has grown into something much more than that,” she said. “Not only have we managed to win a number of international awards for our innovative designs, but gained recognition for specific products as ‘hip healthy’ products by the International Hip Dysplasia Institute.”

The sleepwear brand’s products is now stocked in thirty-five countries, including the USA, Australia, United Kingdom, China, Japan, Russia, UAE and Europe.

The luxury children’s brand is worn by children of celebrities including Prince George, Princess Charlotte and Princess Victoria of Sweden, Roger Federer’s twins, and the children of Angelina Jolie, Rod & Penelope Stewart, Dannie Minogue, Bryan Adams and Robbie Williams.