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Internet success leads to birth of second Babye shop

Designer kidswear indie Babye is taking advantage of low rents to expand into a second store.

The retailer, based in Ealing, west London, is to open a store in Devonshire Road in nearby Chiswick. Babye stocks designer baby and maternity wear brands including Baby Dior, Ralph Lauren and No Added Sugar.

The success of Babye’s transactional website contributed to its decision to expand. The site accounts for 35% of total turnover and drives footfall to the Ealing shop.

Owner Elizabeth Pilgrim said although trade was down on last year at the Ealing store, the second outlet would boost Babye’s profile. She said: “We have negotiated a very good rent deal. A lot of customers in the Ealing shop say they wish they could buy our brands in Chiswick.”

Despite the recession, Pilgrim was confident the kidswear market would remain buoyant. “Women sacrifice spending on themselves before they stop buying for their children,” she added.

The second store, which is just over half the size of the 750sq ft Ealing flagship, will open in June. The shopfit will be similar to the Ealing shop and the store will stock the same brands. Pilgrim said: “We would like to expand to other areas of London in the future.”

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