Adams Baby Clothes

Adams kids history
Adams kids is celebrating its 75th year as the UK's leading specialist childrenswear retailer

In 1933 Amy Adams decided to start a children's clothing business from her terraced home in Birmingham. She was driven by the need to sell attractive clothes that were durable and above all fabulous value for money.

Her vision to deliver high quality, accessible clothes to a variety of customers was achieved rapidly as the success of the business led to the opening of three further stores shortly after its foundation.

For forty years the company operated as an independent retailer ultimately headed by Amy's son Michael however in 1973 it was bought by Foster Brothers, which ten years later was acquired by the Sears Group. By the late 80's Adams had grown to over 200 stores and by the 90's had become a key player in the childrenswear market. Sears was then reacquired in 1999 by the investor who in turn gave the Adams management group the go ahead for a management buy out.

In 1997 the company's expansion was enhanced further when its first international franchise was opened in Saudi Arabia. Adams' international presence continued to go from strength to strength as stores ultimately opened in Cyprus, Greece, Eire, Finland and Slovakia.

In 2002 the company made a deal with Boots and the launch of 'Mini Mode' was announced. Mini Mode now has 327 concessions and its own online store.

An Adams online gift store was launched for Christmas 2005 and due to its success an online schoolwear store was launched the following January. In August 2006 a brand new website with the largest ever online store was launched. Products could now be selected from boyswear, girlswear, toddlerwear, babywear, footwear, occasionwear, schoolwear and finally accessories, which were launched instore the previous autumn.

In February 2007 the business was bought by John Shannon whose previous retail portfolio included Country Casuals and Stead and Simpson. David Carter Johnson was quickly appointed as Chief Executive and five months later Adams kids launched its new brand values with the primary focus on affordable kids fashion. The "kids love fashion" branding was rolled out into all stores and in January 2008 a schedule of store refits commenced across the UK and Ireland.

These changes brought success as spring 2008 saw a 25% increase on like for like sales for both boys and girls fashion ranges.

Over the last 75 years the company has continued to grow and now boasts 500 UK distribution outlets and 103 international outlets in the Middle East and Europe.

This ongoing presence has secured Adams' unique position in the market place. It is the only true childrenswear specialist with a clear and distinctive brand proposition. From Amy Adams' house in the Midlands to the expansive company it is today, Adams prides itself on its full understanding of the customer.

JS Childrenswear Limited is registered in England: No. 6806287

Registered Office Address:
JS Childrenswear Limited
Attleborough House
Townsend Drive
Nuneaton
Warwickshire
CV11 6RU