Monsoon boosts kidswear offer with dedicated boutique

By

Sandra Halliday

Published
Feb 24, 2023

Monsoon is diving deeper into kidswear and next week will open its first dedicated boutique store for the category. It’s debuting at Westfield, Stratford City on the ground floor, in the heart of the childrenswear part of the centre.   

Opening in time for the Ramadan and Easter gifts shopping seasons, the boutique will be exclusively dedicated to Monsoon Children, selling the complete range, including partywear, outerwear and casual pieces, plus jewellery, shoes and accessories.  It will also stock key pieces from the premium magic-inspired party collection ‘Land of Wonder’, which launched on Friday. 

It’s decorated in a “bright neon palette”, the design linking to Monsoon’s wider boutique style and sharing “the same visual narrative of craft and authenticity; reinvented through a child’s eyes”.

The company said its “playful-yet-practical features are designed to appeal to parent and child shoppers alike. From the eye-catching arched doorways (the large one is for the adult and the smaller one is just for children) to the spacious display areas and bright wall-hangings – this is a modern and appealing retail environment”.  

CEO Nick Stowe said: “Monsoon Children has been thriving both in terms of its own evolution but also in terms of customer demand. The launch of its inaugural dedicated boutique is the natural next step in its progression, and I am really excited to see it continue to expand from here.” 

The new store is the latest in a series of physical stores the brand has been opening and is a strong refection of its bounce-back post-pandemic and following its 2020 administration filing that saw it closing a raft of stores.

Last autumn, it opened in Bath and Edinburgh, followed by Cambridge in January, with “many more new stores planned for key locations across the UK and Ireland this year”.   

Other activity this year includes the “lively rebrand of the website and digital channels” and that Land of Wonder release. In autumn the brand is also set to release Monsoon Mini, a casualwear collection “in bold, contemporary prints, which complement the new brand direction”.