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O Baby in Muswell Hill, north London

Chosen by Sally Campbell, managing director of kidswear brand Chatterpants

O Baby opened in 2008, at a time when many kidswear indies were starting to feel the credit crunch. But 18 months later the store is enjoying brisk trading and seriously considering expansion when many are closing their doors. Muswell Hill was a good choice of location as it’s a very family-oriented area and there weren’t any other kidswear stores.

O Baby specialises in eco-friendly and fair trade clothing, toys and accessories and everyday essentials for nought to four-year-olds. All of the brands stocked are carefully screened for their eco and fair trade credentials. Some non-organic natural items are also offered.

Most items retail for under £20. They often have a mark-up less than that recommended to make sure O Baby stays affordable to the majority of customers, as the owners would rather have customers coming back regularly and buying more items.

O Baby’s offer favours brights that mix and match over traditional pastels, which creates a point of difference from the high street.

Address 126 Fortis Green Road, Muswell Hill, London N10

Telephone 020 8444 8742

Owners Aly Spiro and Sarah Jewell

Brands include Chatterpants, Ej Sikke Lej, Green Baby, Kite Kids

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