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No Added Sugar plots retail expansion

Premium kidswear brand No Added Sugar has laid out plans to boost its UK and international presence ahead of the opening of its first store in London next month.

Deborah Medhurst, founder and creative director of No Added Sugar, said that she planned to step up its retail presence in London and open stores in Paris and New York.

“I want to target key cities within the next five years. We’re stocked by most countries in the world and we want to be more representative internationally whether that’s by looking for more representatives or setting up our own stores.”

No Added Sugar will make its retail debut when it opens its 1,000 sq ft store on Ledbury Road in Notting Hill in the week starting September 10. The store will join a multitude of kidswear stores in the area such as I Love Gorgeous and Petit Aimé.

The brand is also stepping up its online operation through the appointment of its first head of marketing and ecommerce. Arcadia ecommerce production and marketing manager Gavin Alexander has joined the company to bolster its ecommerce. Medhurst said she was optimistic given Alexander’s background.

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