The Parently Group

What The Parently Group does

The Parently Group is a privately held, family-owned children's clothing and footwear brand group headquartered in Bredbury, Stockport (UK), operating a portfolio of six complementary brands: David Luke (school uniform), Grass & Air (children's wellingtons, outerwear, and accessories with colour-revealing technology), Juco (kids sportswear using recycled materials), Term Footwear (school shoes, added 2025), Lelli Kelly Clothing (UK-licensed girlswear, added 2025), and Girl Guides (licensed association uniforms). The group serves UK independent retailers through a consolidated B2B wholesale model — one account, one team, one order process, one warehouse — spanning over 700 independent retail stockists, alongside a direct-to-consumer e-commerce channel at davidluke.com launched in 2020. International distribution is operated through David Luke China (Nanjing office, opened 2017/2018), serving international schools such as Harrow Shanghai and Suzhou Bay Foreign Language School via the Septem distribution partner, with revenue derived from wholesale transactions, DTC e-commerce sales, and licensing royalties (Lelli Kelly, Girl Guides).

Name

The Parently Group

Legal name

The Parently Group

Website

https://parentlygroup.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

The Parently Group is a UK family-owned children's clothing and footwear brand group that distributes six brands (David Luke, Grass & Air, Juco, Term Footwear, Lelli Kelly Clothing, Girl Guides) through 700+ independent retailers, D2C e-commerce, and David Luke China.

Ownership category

akta.pro rank

Product category

Children's Apparel and Footwear

NAICS

Cut and Sew Apparel Manufacturing (except Contractors) (315250), Footwear Manufacturing (3162), Clothing and Clothing Accessories Merchant Wholesalers (424350), Clothing and Clothing Accessories Retailers (45811)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Footwear, (No Rubber) (3140), Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Kids Apparel (5–12) (CRAAAHAC)

akta.pro secondary industries

Children’s & Baby Footwear (CRAAACAF), Outerwear & Snowsuits (Children) (CRAAAHAF), Youth & Kids Athletic Footwear & Apparel Retail (CRAMACAL)

Keywords

• Children's apparel wholesale
• School uniform manufacturing
• Sustainable textile manufacturing
• Children's footwear brands
• Licensed uniform distribution

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. B2B Wholesale to Independent Retailers: Wholesale distribution of children's clothing and footwear brands (David Luke, Grass & Air, Juco, Term Footwear, Lelli Kelly Clothing, Girl Guides) to over 700 independent retailers across school uniform, outdoorwear, and sportswear categories.
2. Direct-to-Consumer E-commerce: B2C e-commerce sales through davidluke.com website launched in 2020, selling school uniform directly to families.
3. Licensing Royalties: UK licensee for Lelli Kelly Apparel collection; licensing arrangements for Girl Guides uniform manufacturing and David Luke China distribution partnerships.
4. International School Uniform Distribution: Distribution partnerships supplying David Luke brand uniform to international schools in China including Harrow Shanghai and Suzhou Bay Foreign Language School through local partner Septem.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

The Parently Group is a children's brands group that designs, manufactures, and distributes sustainable school uniforms, sportswear, outerwear, footwear, and licensed association apparel across six owned brands (David Luke, Grass & Air, Juco, Term Footwear, Lelli Kelly Clothing, Girl Guides). Products are supplied primarily through wholesale to over 700 UK independent retailers under a consolidated single-account model, complemented by direct-to-consumer e-commerce at davidluke.com and an international distribution unit (David Luke China). The group also offers in-house garment decoration services including embroidery, printing, and pleating.

Product overview

The Parently Group is a children's brands group comprising six complementary children's clothing and footwear brands: David Luke (school uniform flagship), Grass & Air (wellingtons and outdoor wear), JUCO (kids sportswear), Term Footwear (school shoes), Lelli Kelly Clothing (licensed girlswear), and Girl Guides (licensed scout uniforms). The group also operates David Luke China for global markets. The portfolio offers a complete head-to-toe range across school, sport, outdoor, and fashion categories. David Luke serves over 700 independent retailers plus direct-to-consumer via davidluke.com, while Grass & Air has expanded into B2C e-commerce. The group provides in-house garment decoration services including embroidery, printing, and pleating. One account enables retailers to access all six brands through one team, one order process, and one warehouse.

Differentiator

Problem solved

Functional benefit

Brands

• David Luke: Flagship school uniform brand selling through 700+ independent retailers and direct-to-consumer via davidluke.com. Known for Eco-uniform range made from recycled materials.
• Term Footwear
• Grass & Air
• Lelli Kelly Clothing
• Juco
• Girl Guides
• David Luke China

Products and services

• David Luke Flagship school uniform brand for primary and secondary schools, offering the Eco-uniform range (blazers, skirts, trousers, polo shirts, sweatshirts) made from recycled polyester yarn derived from post-consumer plastic bottles. Sold through over 700 UK independent retailers and direct-to-consumer via davidluke.com, with the Eco-uniform range verified by SCS Accreditation as preventing waste from landfill.
• Grass & Air Multi-award winning British children's brand of wellingtons, outerwear, swimwear and accessories featuring colour-revealing technology that changes pattern when exposed to water or UV light. Garments include fully bonded waterproof seams with a 5000mm waterproof rating and reflective prints for child visibility.
• Juco Kids sportswear collection for school and grassroots sports participation, with over 50% of products made from recycled plastic bottles. Features Juco Envirotech fabric (recycled polyester from post-consumer waste), Juco Duratech durable water-repellent coating, and Juco Drytech waterproof breathable fabric rated at 2000mm.
• Term Footwear UK school shoes and wellies brand designed by parents for durability and comfort. Features ethically sourced real leather from New Zealand and South Africa, double-dyed leather treatment that resists visible scuffs, cushioned memory-foam insoles, flexible soles and British weather-ready construction.
• Lelli Kelly Clothing UK licensee for Italian brand Lelli Kelly clothing, expanding beyond footwear into a vibrant girlswear offer for girls aged 3-10 years. The collection includes fashion, schoolwear, occasionwear, athleisure and casual jersey pieces with signature sparkle and charm, sold through The Parently Group's UK wholesale and direct channels.
• Girl Guides Uniform Licensed manufacturer and wholesaler of official Girl Guides Association uniforms (Brownie and Guide uniforms for ages 10-14), reflecting the latest innovation in ethical and sustainable fashion manufacturing.
• David Luke China China market operating unit distributing the David Luke brand of sustainable school uniform to international schools including Harrow Shanghai and Suzhou Bay Foreign Language School, with products fulfilled directly from David Luke factories via local partner Septem.
• Garment Decoration Services In-house garment decoration services including embroidery, printing, and pleating, available alongside the group's brand products to provide retailers and schools with customised team kits and school wear under one supplier relationship.

Quantifiable outcome

• Prevented 40 million plastic bottles from going to landfill
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Lelli Kelly (Attilio Attilieni, President and Founder)coreOEM/ Whitelabel/ Licensing Partner · 2 July 2025The Parently Group is the UK licensee for Lelli Kelly Apparel, expanding the iconic Italian brand beyond footwear into girlswear. The partnership brings Lelli Kelly's signature sparkle and aesthetic to clothing collections including fashion, schoolwear, and accessories for girls aged 3-10 years. Inaugural collection featured for SS26 and Back to School 2026.
• Circular Textiles Foundation (CTF)coreStrategic or Co-development Partner · 5 October 2022Strategic partnership to develop fully recyclable school uniform products. David Luke became first school uniform brand to join CTF's revolution, with goal of making products 100% recyclable. CTF provides independent circularity standard certification for genuine accountability and transparency. Partnership includes Quantifying Circularity workshop hosting and QR code recycling information system.
• Ethical Trading Initiative (ETI)coreStrategic or Co-development PartnerFull member since graduating from foundation membership. ETI provides guidance on ethical trading practices, helping understand impact on suppliers and extended workforce. Membership enables visibility around tier 3 supply chain through Sedex platform integration.
• Supplier Ethical Data Exchange (Sedex)coreTechnology or IntegrationTPG members of Sedex using platform to manage ethical auditing and risk management of supply chain. All suppliers required to be registered on Sedex system, complete self-assessment questionnaire, and upload ethical audits. Platform provides visibility for supply chain benchmarking and risk prioritization.
• Wood Street MissionminorGTM or Marketing PartnerManchester-based charity partnership delivering childhood experiences for families living in poverty. Grass & Air brand partnered to deliver outdoor nature-based experiences for EYFS children aged 1-4 years. Annual school uniform pop-up shop support provided by Parently Group brands.
• UK Sports LtdminorStrategic or Co-development PartnerSports camp collaboration for Juco brand photoshoot. UK Sports coaches devised PE-themed sessions to showcase sportswear products. Partnership elevated brand concept through authentic sporting environments and grassroots participation focus.
• The Conker CrewminorGTM or Marketing PartnerNature-based activity organization hosting Grass & Air childhood experience events at Platt Fields Market Garden. Partnership delivers outdoor adventures and environmental activities for children from disadvantaged backgrounds.
• University of the Arts LondonminorStrategic or Co-development PartnerPartner in Quantifying Circularity workshop hosted by Circular Textiles Foundation at Parently Campus. Collaboration on technicalities of designing for recyclability in textiles industry.
• WRAP Textiles 2030minorStrategic or Co-development PartnerPartner in Quantifying Circularity workshop exploring practical outcomes of circular design approach for textiles industry.
• Septem (China)coreChannel Partner/ Reseller/ DistributorLocal distribution partner enabling David Luke brand expansion into international schools in China including Harrow Shanghai and Suzhou Bay Foreign Language School. Flexible contract fulfillment with products distributed directly from David Luke factories.
• Eco-SchoolsminorStrategic or Co-development PartnerPartnership ensuring sustainability work is visible to children who wear the products. David Luke eco-story brought to life through Eco-Schools network and '16 Under 16' eco-influencer program.
• Grass & Air Re:Skinned ModelminorStrategic or Co-development PartnerFollowing in footsteps of Finisterre and Sweaty Betty by integrating Re:Skinned re-commerce model into Grass & Air online presence for circular fashion consumption.

Scale indicators10 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Trutex: One of the UK's largest school uniform manufacturers and a direct competitor to David Luke. Trutex sells through independent retailers and schools, overlapping heavily with Parently Group's flagship brand on product, customer and go-to-market.
• Frugi: UK organic and sustainable children's clothing brand with comparable ethical/sustainability positioning to David Luke and Grass & Air. Similar focus on responsible sourcing, family-oriented brand storytelling and DTC + retailer distribution.
• Banner Group: UK school uniform and sportswear group with multiple brands selling through independent retailers and schools. Comparable to Parently's multi-brand schoolwear and sportswear (Juco) positioning and B2B retail distribution model.
• Start-rite: UK heritage children's school shoe brand. Direct overlap with Term Footwear on category (school footwear), target customer (parents and schools) and channel (independent retailers and school outfitters).
• Muddy Puddles: UK children's outdoor wear brand specializing in waterproofs, wellies and outerwear. Direct competitor to Grass & Air on product category (children's outdoorwear with weatherproof functionality) and target customer (parents of young children).

Broad incumbents

• Joules: UK lifestyle and children's clothing brand with rural/heritage aesthetic. Overlaps with Grass & Air on UK children's outerwear and family lifestyle positioning, though Joules serves a broader lifestyle apparel market.
• Boden: UK family apparel brand with established children's range and DTC-led model. Adjacent competitor to Lelli Kelly Clothing in girlswear and to David Luke in family uniform-adjacent dressing, with similar premium British-brand positioning.
• Decathlon Kids: Global sporting goods retailer with broad kids' sportswear and activewear range. Competes with Juco on school and grassroots sportswear with a value-positioned mass-market assortment across many sports.
• Clarks: UK heritage footwear incumbent with significant children's school shoes range. Competes with Term Footwear in school footwear but operates at much broader scale across men's, women's and children's categories globally.
• Regatta Kids: Outdoor and sportswear brand with dedicated children's range covering waterproofs and activewear. Competes with Juco and Grass & Air on kids' outdoorwear and sportswear, backed by a much larger parent group.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Parently Group