Hello Molly has dipped its toe into the $3.2 billion childrenswear market, launching the 'Hello Mini' collection.
The new collection features matching floral-print smock, maxi and midi dresses for mothers and daughters.
The launch of the Hello Mini range builds on the business' expansion strategy and follows Hello Molly's launch into activewear and the sex toy sectors in 2020.
Hello Molly operations manager Ena Eaton said the business wanted to recognise the journey many of its original customers are on.
"Hello Mini is such a natural progression for our brand.
"Many of the women who have supported us since the start are mothers now and we’re very excited to help them share their love of Hello Molly with their minis," she said.
The launch of the collection also marks a significant milestone for the eTailer, with the edit the first of its Considered range.
Manufactured using ethical processes and sustainable materials, the Hello Mini collection is created in a Sedex Members Ethical Trade Audit (SMETA)-approved factory.
SMETA assesses a site based on the organisation’s standards of labour, health and safety, environment and business ethics.
The Hello Mini collection is available on the Hello Molly website now.