Jellyrolls takes on womenswear

Kidswear mini-chain Jellyrolls has opened its first womenswear shop in Leicester. The four-store retailer has converted its kidswear Sale shop into a womenswear store under the same name, after the Sale shop began to affect trading in the full-price kidswear shop located a few doors down the road.

The 312sq ft store on Francis Street, which was converted last month, carries brands including Miss Sixty, DKNY, Mariona Gen, American Vintage and jewellery brand Marah Lago Jewellery.

Owner Hayley Girardier said she decided to move into womenswear to fill a gap in the market.

"There aren't too many shops in this part of Leicester selling big, slightly top-end brands, and our Sale shop had been affecting trade in the full-price kidswear shop," she said. "The new shop is trading really well so far."

Girardier added that the new store is aimed at women aged 30 and above.

Jellyrolls' new Sale shop has relocated to the first floor of the business's nursery shop on Silver Street in Leicester, but Girardier said it was too early to judge how long it will remain there. "I'm not sure what my long-term plans for it are," she said.

Jellyrolls will hold a launch party for customers and press on November 21 to officially open the womenswear store.

The retailer has two kidswear shops for children aged between three and 16 years and one nursery store for newborns to three-year-olds, as well as a kids' footwear shop. All the stores are in Leicester.

It stocks girlswear and boyswear from brands including Moschino, Diesel, Lacoste and Rare. The retailer also has a transactional website