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Kids Cavern branches out with footwear shop

Iconic kidswear indie Kids Cavern has opened a second store dedicated to footwear after sales of kids’ shoes outperformed clothing for several seasons.

While clothing sales remained steady, footwear sales in the original 3,000 sq ft store in Liverpool indie hub Cavern Walks doubled between autumn 08 and autumn 09.

Co-owner Danny Shelvey said that the strong footwear sales were driven by the growing popularity of the Ugg, Lelli Kelly and Converse brands, as well as the lack of local competition.

Kids Cavern Shoes opened last month with brands including Ralph Lauren, Lelli Kelly, Timberland, Kickers, Ugg, and Adidas Originals.

The store is in a 2,000 sq ft unit in Cavern Walks, opposite the original Kids Cavern store.

Kids Cavern’s web sales have doubled every year for three years and Shelvey said he expects this rate to continue for the next three years.

The front of the new shop has 1,000 sq ft of selling space, with the back half of the store converted to offices and storage space to accommodate the growth in online sales.

“We now have three full-time staff dedicated to the website,” he said. “We were looking for office and storage space elsewhere, but it made sense to keep everything together.”

The owners kept costs down by negotiating favourable rental terms across the two stores. The proximity of the two stores meant they did not need to employ extra staff, as store staff can move between the two.

The original Kids Cavern, which sells brands such as Baby Dior and Boss Kids, will add Paul Smith and Oilily to the mix for autumn 10.

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