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Base Childrenswear to open Romford store

Base Childresnwear is opening a new store in Romford in April, as the retailer ramps up its ecommerce offer.

Base Childrenswear Bluewater

Base Childrenswear Bluewater

The retailer, which has four other shops in the South East, will open the 1,400 sq ft shop in the Liberty Shopping Centre next month.

It follows demand from shoppers in the area to reinstate a local store. Base Childrenswear had a shop on Romford High Street for forty years but closed it last year as the unit was too big.

The business is also adding a new shop front to its 3,000 sq ft Bluewater flagship in the coming months.

Meanwhile Base Childrenswear is boosting its online offer following a move to a Magento platform in September.

Marc Granditer, director at Base, told Drapers he wants to boost online sales, which currently make up 20% of total sales, to 50% of total business over the next three years.

In order to drive this growth a new ecommerce manager, Max Poitiers, was appointed in January from face cream brand Perricone MD. 

A new online marketing manager will be appointed in a few weeks.

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