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22 Ten Little Monkeys

46 Parsonage Green, Wilmslow, Cheshire

Who you need to know

Owners Claire Yildirim (top left) and Emma Wright (bottom left)

Brands include Diesel, Fluke, I Love Gorgeous, Il Gufo, Mini A Ture, Oopsy Daisy Baby, No Added Sugar

After just two years of trading, Ten Little Monkeys is held up as the bastion of its sector, establishing a new template for kidswear retail and doing it against a backdrop of a tough trading climate.

Behind the operation are sisters Emma Wright and Claire Yildirim. “We want to prove kidswear can be as fashion-forward as any sector,” says Wright. Determined not to stock the unimaginative kidswear that had infuriated the pair as shoppers, they have banished “beige and blue tops with tractor pictures” from their buying. Instead, they scour fashion blogs, “bang on a lot of doors” and travel widely to secure a credible brand list, including

UK exclusives from Scandinavian and Australian brands brought in to deliver early-season freshness.

The store is a show-stopper, with head-turning windows (life-sized lions and illuminated reindeers last Christmas). Wright and Yildirim also present a get-the-look section on their website and, in a shift from the girl-dominated kidswear model, maintain a 50/50 split between boyswear and girlswear.

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