About Designer Kidz

Designer Kidz is an Australian independent children’s fashion label, focusing on thoughtful, quality and authentic designs. Designed in Melbourne, we are strongly committed to quality fabrics, inspiring designs and old school customer service. We're proud to be a 3rd generation Australian family owned and operated business, since 1990. Catering to sizes 000 to 16, our range features gorgeous styles for babies, girls, boys and teens. We are an online boutique, we ship worldwide, and our range is available in selected boutiques across Australia and internationally.

A few selected covers from our catalogues over the years

A bit about our history over the last 30 years...

Designer Kidz is the brainchild of Melbourne fashion designer and mother-of-four Sharon, who in 1990 after having her second child decided to fulfil her long held childhood ambition of opening her own fashion label, focusing on quality design, modern shapes and high level of craftsmanship.

Trained in fashion design at Sydney College of the Arts, and starting with some hands-on support from her father Max (a professional tailor and jeans maker for over 50 years) and husband Jack, Sharon built Designer Kidz into a national leader in children’s wear, with an innovative direct to customer party plan business model. The good old days, before the iPhone, social media, email and the internet took hold of our day-to-day lives. Party plan not only provided rural and regional Aussie women (with no stores nearby and no online shops to buy from) with the ability to purchase beautiful and high quality Australian made childrenswear (made in Melbourne at the time, in the 1990s and early 2000s, but now designed in Melbourne and lovingly made by our overseas partner suppliers) and make social connections in their communities, it also provided women all over Australia with the ability to build careers and have financial independence (sometimes for the first time in their lives). We are very proud to have supported hundreds of Australian jobs and suppliers over a 30 year period, and we continue to employ and work with local suppliers and businesses.

With the rise of the internet and online shopping, Designer Kidz has made sure that we are still connecting directly with our customers and providing the highest quality special occasion childrenswear, proudly designed in Melbourne, with the same keen eye for detail and quality that we have shown for 30 years. We started as a family business in 1990 and little has changed since then! While Max is no longer with us, Sharon is still putting her heart and soul into designing, and her son Daniel has come onboard to bring our gorgeous styles onto the modern stage. We are very proud to be Australian family owned and operated, and to continue to innovate and provide beautiful special occasion wear to families all over Australia and across the world.