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Brief Published: 16 Sep 2013

Kids’ Stores Embrace Premium Stance


The new San Francisco flagship of children’s brand Peek Kids is tapping into a growing trend towards more sophisticated retail concepts for children by including traditionally adult activities and styling. These include complementary yoga sessions, free gourmet snacks, luxurious marble décor and handcrafted products.

According to the brand, the concept has been designed to chime with its philosophy of lavishing children with the same amount of attention as would generally be paid to adults. “We don't speak down to kids,” said Peek’s chief executive and co-founder Tina Canales. “For instance, we use the same quality and materials on our products that we want as adults.”

Peek’s contemporary kids’ clothing is designed and made in-house at the San Francisco shop, using sophisticated techniques such as hand-blocked dyeing and covetable materials including vintage fabrics from UK label Liberty.

The luxury approach has also been adopted by Les Petits, a luxury children’s retailer based in New Delhi. The company has added Young Versace to its range of high-end brands, which includes Baby Dior and Fendi Kids. Les Petits’ president Swati Saraf told fashion industry news website Fashion United in August: “Parents are now as equally conscious of what their kids wear as they are about their own clothing, and do not want to settle for anything but the best for their children.”

For more on retailing to children, see Kids’ Stores Grow Up, Kids’ Retail Online and our upcoming report, Next-Generation Retail for Kids (September 17). For more on the ongoing ‘mini-me’ phenomenon, see Mini Me and Scissor: Mini-Me Retail for Fathers and Sons.