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Hannah McHalick

Owner of kidswear indie Oh Baby in Shoreditch, east London. Brands include Own brand, Mini Melissa, Vans, Vivienne Westwood.

How is trade?

Good, both in store and online. We had an extended Sale period which helped. However, the mini heatwave hindered our autumn 11 launch.

What brands are selling well?

Our own brand items are doing well and our ‘I’m a Long Term Investment’ slogan playsuit recently featured in Hello! magazine on Countryfile presenter Julia Bradbury’s new baby.

Have you noticed a pattern in how customers shop?

Our repeat customers are loyal but they tend to shop seasonally; they don’t necessarily come back every week.

What changes have you made recently?

We are proud of our new vintage-inspired blankets, which are handmade in England. Add-on sales offer a nice way to introduce products like Present Time toys.

What are your plans for 2012?

One of our strongest areas is gifting. More attention will be spent on packaging and designs for our lunch boxes. There will be an Olympics collection on sale next year that we’re very excited about.

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