- Sector: Retail
- Region: South East
- Revenue: £20m to £30m
- Website: www.childrensalon.com
Frills and tills
Childrensalon started life as a small boutique specialising in upmarket children’s clothing in Royal Tunbridge Wells back in 1952. It started its now flourishing online operation in 1999.
Childrensalon sells clothing by nearly 300 of the world’s top brands, including Burberry, Dolce & Gabbana and Kenzo to customers in over 130 countries.
“We were not conceived as a business, but born from our passion, which has continued to grow with us over the years”
Michele Harriman-Smith, CEO, Childrensalon
But Sorcha Harriman-Smith, Digital and Brand Director at Childrensalon, says that remaining family-owned and independent means it is agile and can adapt to change quickly, without losing touch with its original founding values.
“Our commitment to excellent personal service creates word of mouth and loyalty that marketing cannot buy. Our love of technology enables us to always deliver an industry leading online experience,” she says.
This online presence – particularly through mobile devices – has catapulted the business into new markets and expanded existing ones.
“We have upgraded our user experience with better design and responsive technology, ensuring customers have the same great experience regardless of device. This has more than doubled our conversion rate already, so this is an area we will continue to invest in,” says Sorcha.
45% – Childrensalon’s annual revenue growth rate
“The market is constantly changing, bringing technical, operational and cultural challenges,” she says, “so to stay apace, we constantly develop our team and expand our skill sets.”
The company now employs staff who speak over 25 languages, and who are available every day of the year by phone, email, live-chat and through social networks.
The company will continue to invest to capture a greater share of a growing market. “Luxury children’s wear and e-commerce are both fast-growing industries,” says Sorcha.
“Since 2013, we have averaged a 45% annual growth rate in revenue, and anticipate continued growth in new and existing markets. Our head office and warehouse space are currently being expanded and we hit 200 employees in November 2015.”