Luxury department store Harrods has opened a new designer room, but this time for children. Upscale brands such as Armani Junior, Dior, Ralph Lauren and D&G Junior are displayed in a new 2,000 sq ft retail space.

Kirsty Vinten, childrenswear general merchandise manager, said the sector has been growing very healthily at Harrods for the past eight years and the retailer wanted to expand space and put premium brands together in one room. “The idea was to create a mini-me department for people who are shopping for womenswear and menswear at Harrods,” Vinten told WGSN. “Two-to-10 year olds is the key market for us, which is why we focused on that age group.”

Harrods will be relaunching its babywear department during spring/summer 2008 as this is another area growing very strongly. Vinten says babywear grew 40% last year and is already up 35% this year.

Mittie B Brack News

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