Athletic-inspired fashion and footwear retailer Hibbett has unveiled a new e-commerce website and app focused on children’s products, the company announced on Wednesday.

The platform, Kidshibbett.com, along with the Hibbett Kids app, offers an expanded selection of children’s footwear, apparel, and accessories, featuring the latest styles in an easy-to-navigate format.

Available on both Android and iOS, the app provides a wide range of footwear and apparel for children aged 13 and under, including brands such as Nike, Jordan, adidas, Baseball Lifestyle 101, Crocs, and New Balance. The retailer confirmed that new products will be added daily.

The e-commerce site includes flexible payment options like Klarna, easy returns, product drops, personalised content, and customer service chat features. Shoppers can filter searches by new arrivals, gender, size, colour, brand, price, and product type.

Bill Quinn, senior vice president of digital at Hibbett, said the expansion aims to better serve busy families with a seamless and curated shopping experience, spanning from nursery years to the teen stage.

“We’ve built a thriving kids’ business, and with Hibbett Kids, we will continue engaging parents and caregivers in a more personalised way,” he added.

Headquartered in Birmingham, Alabama, Hibbett currently operates more than 1,000 specialty stores across 36 US states.

In March last year, the retailer was acquired by US sports fashion retailer JD Sports for £899 million.

JD Sports’ announcement follows its acquisition of a 40 per cent minority stake in Polish footwear and clothing retailer Marketing Investment Group (MIG) earlier this year, making it the sole owner of the company.

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