What would you like to see in a local children’s shop?

[Winnie28]

Hey all!!
This is my first post on here.
I’m a mum of 3 and I am currently considering opening a children’s store in my local city. It’s something that I’ve thought about often and definitely something that I personally feel I would really value, however I’d love some feedback on what it is other mums would love to have more access to? It feels to me that everything for our little ones is online other than the mainstream stores.
For reference the shops I love online are brands often featured in websites such as Scandiborn. Please let me know your thoughts!! Thanks x

Do you mean a clothes shop or toy shop or something else?

You need to give us more info , what kind of shop , toy , clothing, food , ? What kind of size will it be ?

It would be predominantly sustainable toys and gifting, with a focus on Scandinavian lifestyle. A small section of clothing from boutiques. Mainly age range from 0-8. Do you think there would be demand for this?

I can't see there being a demand where I live.

Maybe it is different in an affluent market town ?

Like pp , there would be very little demand for it where I live but in the right place it may work.
You need to be surrounded by artisan cheese/ bakery shops with independent butchers, book shops and cafes and the likes .
Could you start out at a regular farmers market type place 1st.

The issue I often have with places like this is that everything is so pricey. These shops are usually gorgeous but my budget for a gift for a new baby or a friend’s child’s birthday is normally around £10 and this buys you pretty much nothing in this type of shop.

Unless you are in a very affluent town then I’d focus on making sure you stock a) plenty of children’s books and b) toys and games in the £5-15 range. Stocking stuff like Orchard games and the Rex London ranges as well as the Little Dutch type brands would ensure that you cater to a wider range of the market in terms of price point.

I’d also consider a “pocket money toys” type section to bring kids in and then also maybe some things that are collectible like Jellycats or even Yoto cards or Tonies figures. Also make sure you stock seasonal stuff that families will want and need so in the summer, outdoor toys, beach stuff, some brands like Rockahula kids do nice seasonal hair clips, around Halloween sell bits and bobs like trick or treat baskets or face paints etc.

Basically what I’m saying is that I think for a kids shop to survive it needs to be somewhere that locals will actually pop in to regularly when they need a birthday card or gift, an end of term treat, the kids need new socks, holiday supplies etc rather than just beautiful stuff that costs a fortune.

We have had similar shops in our small city and they have unfortunately gone under pretty quickly. As a PP said, it’s the price point. If I want fancy stuff from a known brand I will look for the best price online and if I want a gift I will have a budget and don’t want to look cheap by not getting much for my money!

I'm in a middle class market town and the independent store like this recently closed I'm afraid. It had some beautiful bits, particularly clothes however, with the exception of the excitement of a new baby/Christing outfits it was too expensive for the day to day school parties/pocket money.

I think the poster above who mentioned having in a good selection of little games/Rex London toys/seasonal toys/outfits nailed it.

Fab, thank you all so much for your responses, they’re really helpful. The suggestion of the orchard games and Rex London ranges is great! Do you think it is something that could work well if all price points are considered?

You’ve described where I live but I still don’t think there is a market for this kind of shop here. I can’t see how you could sell orchard games and Rex London as cheap and conviently as online shops.

We have all of those things in the nearest town but it's the retired folk not the young families that can afford to shop in them!

I agree with pp about rage of prices and pocket money toys otherwise your only market will be new baby gifts and affluent grandparents. I suspect that won't give you enough footfall.

I keep saying my town needs a baby shop it’s so hard to find anything I have to do it all online, however if someone wa opening one I’d want normal baby and child items not bland overpriced stuff

It’s more convenient as you don’t have to remember to order in advance if you have a last minute gift needed!

You could also stock some of the types of stuff that is in the Works that never seems worth ordering online like refills of bubble mix and cheap colouring/craft supplies.

I found most items I needed in supermarkets and much I personally would love to see all independant shops do great business paying what is more than double for something I can easily get somewhere else isnt going to work for everyone

yes it would be great if eveyone suppoted locak indpendant businesses but this is real life how easy it is?

I’m afraid I think this is incredibly hard to make a living at. It’s too limited a market. Tbh all independent retail is extremely difficult now. I’ve seen some of these open but none have lasted more than a year or so. Mothercare is gone. My city, which is extremely prosperous, used to have two toy shops plus two toy departments in department stores - there’s now one children’s department in a John Lewis and that’s it. There are no children’s clothing shops. There is online shopping and there are supermarkets and they’ve killed it.

If it were essentially a hobby and you are happy to lose a ton of money (for tax reasons or something) that could work.

I do know people who do regular stalls of some kind at fairs and things and they do make a bit of money but it’s definitely a side hustle.

There would be zero demand where I live for a shop like this sorry.
A “normal” shop for baby & kids clothes (think cheaper and usual styles), childrens games & books however would be in demand.

You forget many people don’t have the cash for luxury right now, there is after all a cost of living crisis that’s getting dramatically worse very quickly going on. The fact you’ve not even considered that says don’t do it.

I have definitely considered this, however it is a wealthy area (with affluent achievers making up 49% of the catchment) and 3 private schools within a mile radius. I appreciate that positioning is everything and there are places where this would not work.

Just because people go to private schools doesn’t mean they can afford, I have a family member who drives a 20 year old car just so her kid can go to private and she’s not the only one. Unless you live in a top end of London tread carefully. Many shops like the one you want to open are having to shut down.
good luck though, it’s wonderful you want to open a shop. Maybe start with a market stall just to start getting word around before you rent a actual shop. X

I appreciate this, my children go to private school and I know that there are families that make sacrifices to send their children. Thank you for your advice - I definitely want to make sure I’ve considered everything x

Nearish me this might work in skipton Harrogate or ilkley but I echo having alternatives as well; could you stock clothing too as while I don’t buy a lot of toys like this I would journey for bright sustainable clothing that doesn’t cost the earth - or indeed that I could see in person. Anything not grey or brown for boys for example!

i would visit those kind of towns and see what they have, but also feel you have to diversify and probably sell online as well at a minimum

It sounds like Hygee Tygee. Surely in an area like this you can already buy Scandinavian inspired items for children as this aesthetic has been admired for a long time now.

Your issue is also a limited market. 0-8 is only 8 years of potential sales.

The successful place near me that does this also sells shoes and most of the business is barefoot kids shoes. The clothes and toys are an add on.

We have these around my way. Only the most affluent parents shop in their clothes and toy shops. Partly because the clothes and stuff aren't practical for an active toddler. They are usually small for the size and are destroyed easily. The toys are usually wooden and simple. Great toys but massively overpriced.

It's more about being seen to shop in these indie shops than buying things your kids will genuinely enjoy.

There is a lovely toy shop in a nearby town to me - what I love is that they have toys on display so you can see them up close in person which I much prefer over ordering online.

A nice range they stock is Djeco art supplies (e.g.felt tips) and craft kits - these make nice gifts for eg birthdays and aren't crazily expensive. I agree with Orchard Toys as well. Lanka Kade are also a more sustainable brand at a relatively affordable price point compared to others. Maybe also books?

I don’t think so tbh. Regardless of wealth, CoL is becoming more expensive by the day right now.

Most people I know get kids’ clothes from supermarkets, buy from vinted or wear hand me downs from friends or freecycle groups.

My 2 year old’s clothes get trashed and stained at nursery and by food.

My 5 year old doesn’t need many clothes as he mostly wears school uniform.