Online childrenswear specialist KIDLY trials bricks-and-mortar retail – here’s a sneak peek at its fun new store

KIDLY's St Albans pop-up

Independent online childrenswear specialist KIDLY is trialling bricks-and-mortar retail for the first time with the launch of a pop-up shop in St Albans.

Open until the beginning of July inside luxury arcade Christopher Place, the aim of the store is to bring its “website to life” by showcasing its line of eco-conscious clothing, home accessories and design-led toys.  

Inside the KIDLY pop-up

To help shoppers navigate intuitively, the store is zoned around different times of day and typical family activities, with areas dedicated to mealtimes, bedtime and getting dressed. The space is also designed to double as a fun meeting spot, with in-store book readings, events, demonstrations and promotions planned to place throughout its three-month duration.  

Founder James Hart comments: “I’m thrilled to be opening our doors for the first time in St Albans, the city where our business started. As a digital-first retailer, we’re excited to be stepping out from behind our laptops, meeting customers in person and showing them our growing own-brand collection, KIDLY Label.”