406 Kings Road, Chelsea, London, SW10 0LJ

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Retail Therapy | CWB Magazine January/February

Posted on 31 January 2017

Kids Emporium by Lazy Francis is a new multi-brand children's boutique situated in Chelsea, London. The concept store, which opened in November, is a joint venture between Alina Sakhterova and Olga Kruze, co-founders of the Lazy Francis childrenswear brand, and Julia Varesko, founder of childrenswear label, KAM London.

The boutique's offer is designed to cater for all types of customer, taste, budget and need. Clothing spans basics and casuals through to special occasion and luxury kidswear for 0-12 years, alongside footwear, accessories, toys, gifts and interior design pieces.

JAM London and Lazy Francis's collections are permanently stocked alongside clothing from brands such as Dotty Dungarees, Tuta Kids, Angel's Face and Merri Merini. Baby clothes are available from Albetta Magnet Mouse, Infantium Victoria, Moksha Cashmere, Bambini and Me, Bebe Organic and Paz Rodrigues, with footwear from Pom D'Api, Angulus, Bobux and Melton. Toys brands, meanwhile, include Maileg, Viga, Fiona Walker and Wood to Play, with accessories from Bowtique, Miss Nella and Little Miss Twin Star jewellery.

"We would like to become a destination shopping venue in Chelsea, growing a loyal customer base of returning customers," says Sakhterova. "We will continue to launch new and exciting brands and products to stay fresh and interesting. We are working on a couple of partnerships with artists at the moment, and a couple of new brands may come on board that specialise in ethically manufactured products. We are also looking to launch additional services - beyond retail - for our clients; services that busy families might need help with procuring."

The store itself has been designed to be cosy and welcoming (there's even a friendly puppy in attendance most days) whilst also providing a designer boutique look - think copper rails and exclusive decorative elements, such as upcycled furniture.

Developments for 2017 include the launch of an online store at the beginning of the year and the roll out of a gift card and loyalty scheme.

Boutique's address: 406 Kings Road, Chelsea, London.
Opening hours: Mon-Sat 10am till 7pm, Sun 11am till 5pm.

Read more: CWB Magazine

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