Penneys is set to lower the prices on hundreds of its children's products in its Autumn/Winter collection as consumers continue to deal with high inflation levels here.
The retailer said the cuts will apply on selected product ranges arriving in its 37 stores across the country from the end of July and aims to help family finances go further.
Penneys said the decision to introduce lower prices for its children's clothing range follows the decision it took last year to freeze prices across more than 1,000 kidswear and baby items.
The everyday essentials impacted by the price cut this autumn include wardrobe staples for kids such as long-sleeved t-shirts, leggings, sweatshirts, hoodies and pyjamas.
Damien O'Neill, Head of Penneys Ireland and Northern Ireland, said that household finances continue to be stretched for many people across the country.
"At Penneys, price leadership is in our DNA, and we are committed to protecting that for our customers - when they visit a Penneys store, we want them to be confident that they will find the best value there," he said.
"For families across the country, kids' clothing is an essential purchase, and getting ready for a new school year can be a really expensive time," he stated.
"We want to help ease some of that pressure for our shoppers, by lowering the prices on hundreds of our kids' essentials, while continuing to offer the same great choice and quality that Penneys is known for," he added.
