Kids Fashion


Founded in London in 2007 by Alex Theophanous and Alexa Till, aims to bring ‘The World’s Best Kids Brands’ to discerning parents at the click of a button.

So whether you’re after traditional clothing, a practical outfit or specialised sportswear, you need look no further for pieces both you and the little ones will love!

Prestigious heritage labels such as Burberry, Chloé, Fendi and Dolce & Gabbana sit comfortably alongside contemporary clothing from cool, niche labels sourced from all over the world. Labels like Sophia Webster and Mini Rodini.

Specialised sportswear comes from technically innovative brands such as Nike, Puma and Adidas and if you’re looking for that unique gift you’re also covered as carry gift ideas from Moulin Roty, Le Toy Van, Maileg, Vilac and Lego.

Time for an interview with Carly, the Editor at

ShoplovealexandalexaTell us a little about yourself and your company?

Hello I’m Carly and I’m the Editor at, an online kids’ style destination. I’ve worked at the company for over three years now, having previously worked in women’s fashion for eight years at brands including Net-a-porter and Elle. I love working in kids’ fashion because it’s so fun!

What made you want to sell children’s clothing?

The brand was founded in 2007 by Alex Theophanous and Alexa Till. The husband and wife team had two young boys of their own and wanted to make stressful shopping trips for parents a thing of the past. The company was acquired by the Luxury Kids Group at the end of 2014. Owned by another husband and wife team, Marcus and Linn Tagesson, we now sit under an umbrella of three brands alongside Babyshop and Oii.

What brands do you carry?

We stock over 200 of the world’s best fashion, sports and toy brands from the traditional to the cutting edge. Our most popular luxury fashion brands include Burberry, Stella McCartney Kids, Ralph Lauren and Dolce & Gabbana, and we also stock a great selection of premium brands including Mayoral, Petit Bateau and Mini Rodini. Our sports brands, which include Nike and Adidas, really set us apart from our competitors.


What are the most successful lines in your store?

Dresses are without a doubt our best-selling category. I think their popularity owes to the fact that you can effectively buy a whole outfit with one piece. That and they’re so versatile for any occasion from parties to everyday. Dresses are great for gifting too.

How do you choose the collections for

Our talented buying team travel all over the world to source the collections for each season. They also go to all the shows including Pitti Bimbo, Playtime and Bubble London to find the coolest new brands. This season, we’ve added Charlotte Olympia, Gardener and the Gang and Karl Lagerfeld Kids, amongst others, to our line up.

Selling children’s clothing online can be difficult. Is there anything you wish your customers understood better about the challenges?

I think the biggest challenge is showing just how beautiful some of the items really are the quality of the fabric, the detail, etc. That’s why we shoot our lookbook campaigns and take extra pictures to share on our blog and social channels, it really helps to bring things to life.

Describe your typical working day… alexandalexass16

I often start my day quite early, getting into the office at 8.30am so that I can go through my emails when it’s quiet. I interview brands and influencers for our blog, Life and Style, so sometimes I’ll head out for breakfast to catch up with a blogger or journalist. My favourite place is Nopi in Soho I love the black rice, coconut milk, banana and mango. I spend most of my day writing blog features, copy for our email channel and creating edits. I really enjoy the creativity. Throughout the day I’ll also have various meetings with the marketing, design and PR teams to plan our upcoming campaigns. We all work so closely and get on really well. I’m incredibly lucky to work with such a talented team!

What is the best thing about your job?

I love how creative my job is. That and getting to see the pieces in real life when we photograph them on shoots. I don’t know how many times I day I hear the words “that’s so cute!”. You just can’t help it when everything is so adorable!

What is your favorite item (max 3) from the SS16 collections?

My favourite designer is always Stella McCartney Kids. I think Stella just always gets it right her collections are without fail playful, fun and easy for kids to wear. My flower girls even wore Stella McCartney Kids dresses at my wedding! This season, I love the zig zag print I just wish the pieces came in my size!

What do you like and dislike about the fashion industry?

I think kids’ fashion is different to womens’. It’s still quite small industry and everyone knows each other everyone i’ve ever worked with is so lovely. I think people just take themselves a little less seriously and have more fun with it. It’s about being playful after all!