Wheat as a brand was founded in Denmark by Peter and Charlotte Galsgaard who as parents of young children recognised that there was a need for quality children’s clothing for both fashion conscious children and their parents.
There are many different brands of children clothes but the driving force for Wheat was for individuality and affordable prices in a quality driven brand.
This still is the focus today - to produce hard wearing affordable children’s clothes that stand out from the rest.
Wheat does not try to be nor want to be the cheapest.
Wheat is also not and doesn’t want to be the dearest. The design is Danish and by its simple lines, the light colours and the original patterns, it carries on the Scandinavian tradition of design simplicity.
Exporting today to over a dozen countries worldwide the success of Wheat is in its difference from the rest – clothes at affordable prices without any compromise on quality.

Wheat’s Philosophy

Wheat’s goal is to continually offer the best quality in all natural material.
It is important that children feel good in our clothes.
The fabrics used are produced exclusively for Wheat, giving the designers rich opportunities to play with the stripes, checks, embroideries and more complicated applications.
Details play an important role in the Wheat brand.
Our clothes are available in sizes 0-14 years. Wheat produces clothes, underwear, nightwear, outdoor wear, stockings, bed linen, towels, blankets etc.

As one of the leading brands in Denmark, Wheat is aware of their environmental and ethical responsibility.
They only use natural fabrics and do not allow child labour in their production.
Wheat releases two collections a year of approx. 400 styles.

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Wheat Ireland

In Ireland there is currently one Wheat store operated by Wheat Ireland located at Castle Street Shopping Centre, Bray, Co Wicklow.

Saundra Walsh runs Wheat Ireland. Saundra started her retail career in Dublin with Kilkenny Design before transferring to their London operation - Blarney Woollen Mills.
She was also involved in several other retail operations including Gianni Legranti and Wallis. On returning to Ireland she worked with several high street retailers such as Ashley Reeves and Wallis. She also worked as a freelance buyer and merchandiser on behalf of several independent retailers setting up new retail outlets.

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Wheat Franchises

Wheat franchises are now available Nationwide.

The Wheat Franchise is a concept that offers high quality competitively priced clothes and also allows the franchisee to operate as an individual unit with differences in ranges, styles and designs.
Recognising that Wheat shops need to offer parents a one stop shop when dressing and styling children there are also other products stocked that compliment the Wheat range such as Desiqual, Me Too and Mim-pi as well as Robeez Shoes, to ensure a complete range that appeal to both kids and parents alike!

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