Childrensalon has come a long way since 1952. After starting out selling handmade dresses and boys’ suits from its shop in Royal Tunbridge Wells, the company has grown into the world’s largest online store for designer childrenswear.

"We’re passionate about dressing children beautifully and always keep that at the heart of everything we do," Michele Harriman-Smith emphasises. "When you operate from your passion – rather than a business plan – it creates a powerful momentum."

According to Michele, that passion extends to customer care. Childrensalon has a customer service team that speaks more than 24 languages and is available seven days a week, helping to create trust, loyalty and growth through word of mouth.

  • 1952 - The year that Childrensalon was created. It is now a leading online retailer

The company also loves to adopt new technology. "This led us to embrace e-commerce in the 1990s and we continue to innovate on a daily basis."

Translating a highly personal shopping experience into an e-commerce business has not been easy, though. "The biggest challenge has been to keep up with our growth without jeopardising our values, service or culture and turning into a soulless corporate entity," Michele says. "To do this, we are crystal clear on what’s important to us and we do not accept anything that does not meet our standards, no matter how widely accepted the industry norms are."

It’s why Childrensalon is confident it can maintain its annual growth rate of more than 60 per cent for the next two to three years at least. Michele says: "Growth has never been our goal, but rather a consequence of always aiming to be the best."