Owner of kidswear indie Oh Baby on Brick Lane, east London
Brands include Own label, Melissa, Starchild, Vans Baby, Vivienne Westwood,
How is trade at the moment?
Things are good. We sell online as well as through our store and we also wholesale our Oh Baby London brand. I think having three routes to market has really helped us.
What age groups do you stock clothes for?
Children between nought and eight years.
What products are doing best?
Gifts for newborns. Our ‘Been inside for nine months’ babygro walks out the door. Starchild baby shoes do really well, especially the ones with the Union Jack on. Vivienne Westwood shoes are £60 a pop so sell more slowly but they bring people into the store.
What is the biggest challenge you face in 2011?
Growing online sales.
How are you adapting to changes in people’s spending habits?
We’ve started stocking more third-party brands and add-on categories such as footwear and books. We’ve also made a feature of our lower price point items to drive regular footfall.
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