The Mini Edit

The Mini Edit is coming, the online multi-brand childrenswear retail concept, is set to go live 17th July 2015. The Mini Edit will be just that, a curated selection  of the best in contemporary children’s fashion spanning Akid, Stella McCartney kids, Ruff and Huddle and so much more alongside toys and gifting from prestigious brands such as Lomography cameras and Penny skateboards.

The brainchild of former buyer and Selfridges kids and toys division head, Jessica King, and her business consultant mother, Beverley. What will make the site unique is the unparalleled level of service and content innovation; with a customer forum and a product-rating element. Co-owner and concept designer, Jessica King, comments:

“In the years leading up to the conception of The Mini Edit, we noticed a significant shift in consumer spending habits, with customers moving away from logo-driven designer clothing, towards contemporary brands which are able to respond faster to trends and offer equivalent, if not superior, quality, at more attainable price points.” She continues: “We observed that whilst childrenswear had proved more resilient than other fashion sub-sectors, with parents less inclined to cut back on spending on their children, the customer’s focus had shifted away from big brands towards the perceived value that comes from ‘fashionability’.”

The Mini Edit will be for the design led fashion conscious parents who want quality an style for their kids.

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