When the company started in 2011 the founders had extensive experience in the sales side of the childrenswear market but no real knowledge of design, production, or logistics so it was a huge leap into the unknown. What they did know was there was a gap in the market, and they wanted to fill it.

The company’s first brand was A*Dee which launched in AW2012. Retailers were very supportive of the project and could see the potential – this was vital as the company learned some painful early lessons but quickly the brand became established as a key player the girls wear market in the UK, Ireland and Holland.

Following the success of A*Dee and their newfound knowledge, the company expanded and launched Mitch & Son in 2014. It was a market their research told them was wide open, so everything that was learned from the first brand was put into practise and Mitch & Son was an immediate hit.

Picture Book Fashion now had two strong brands, and these continued to develop and grow as they learned and listened to the feedback of consumers and retailers and made additions and changes to the collections to meet those demands. What has remained constant is a desire to keep the collections fresh and new, adding colour and prints that draw admiring glances and will keep winning new fans but at the same time maintaining the brands signature look.

Another addition to the PBF family was Little A, launched in 2020 this collection is for girls aged 0-36 months, the little sister brand to A*Dee it takes inspiration from the other brands with attention to detail and one-of-a-kind prints being key, this brand was an instant success.

In 2021 Picture Book Fashion expanded their popular mitch&son brand to include a baby collection, mitch&son mini and fans of the brand couldn’t be happier. This collection features the same attention to detail and quality that customers will find in mitch&son but made with babies in mind, from cute baby grows and dungarees to little socks and cosy jackets, this collection is the perfect addition to the Picture Book Fashion family.

In 2024 mitch&son saw another much anticipated expansion with the launch of JNR, a collection that caters for ages 2-10 giving parents the ability to dress their older boys in the brand they love.

Excitingly, in 2024 Picture Book Fashion also expanded into athleisure with the launch of Bonini, a girls brand for 4-12+, this brand is the perfect mix of what customers love about A*Dee paired with the stylish and comfortable pieces that girls were looking for.  With a mix of both block colour pieces and specially designed exclusive A*Dee prints, Bonini has gone from strength to strength since it’s launch with now multiple drops per season to keep up with the demand of this growing brand.

Picture Book Fashion Ltd now provides brands that cover newborn all the way up to 14 years, these brands can be found in some of the finest children’s boutiques across the country and Europe, if you would like to add these stunning brands to your boutique, please fill in the contact form and one of the team will be in touch.