Hi Alice - I know what you mean about being sold a 'lifestyle'...
However, after 5 hours of trailing around the west end, frankly I'd have quite happily moved in to their Oxford street store on a permanent basis...
I ended up buying quite a bit of stuff from there, so maybe I fell for the whole thing, but the stuff I saw just seemed of a higher quality for a similar price (a wee bit more perhaps, but not much). Thier sale was pretty spectacular too. Have moses basket, with stand, cotbed, matress (amazing deal on that - got both for £170 - would have been less, but we upgradede the matress) and bouncy chair arriving on Friday.
Didn't take the plunge on the pram just yet - it an important purchse so want to take my time - so just bought stuff that was on sale this time.
Gave us a free drink and pastry at their lovely café afterwards, which I thought was a nice touch (or am I just a sucker?). Lots of very friendly and well informed staff available if you needed information, but we were left alone with no hassling to browse as long as we liked.
Also liked the fact that everything wasn't in primary colours - don't understand why baby stuff is always so hideously garish - but possibly that's just the shallow designer in me?
I came away a big fan... the whole experience was lovely, the products good, the prices while not cheap, certainly not disproportionate or astronomical and for a long-hours-working stressed-out and generally knackered girl like me, it might just baby-heaven.
My bargain hunting, thrifty, no-nonsense non-designer mum was equally impressed and we couldn't be more different.
Oooh sorry - got a bit evangelical there
DB
xx