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Kids Emporium by Lazy Francis is a multi-brand children’s boutique situated in Chelsea, London. The concept store, which opened in November 2016, is a joint venture between Alina Sakhterova and Olga Kruze, co-founders of the Lazy Francis childrenswear brand, and Julia Varesko, founder of childrenswear label, JAM London.

The boutique’s offer is designed to cater for all types of customer, taste, budget and need. Clothing spans basics and casuals through to special occasion and luxury kidswear for 0-12 years, alongside footwear, accessories, toys, gifts and interior design pieces.

JAM London and Lazy Francis’s collections are permanently stocked alongside clothing from brands such as Dotty Dungarees, Tuta Kids, Angel’s Face and Merri Merini. Baby clothes are available from Albetta, Magnet Mouse, Infantium Victoria, Moksha Cashmere, Bambini and Me, Bebe Organic and Paz Rodriguez, with footwear from Pom D’Api, Angulus, Bobux and Melton. Toys brands, meanwhile, include Viga, Fiona Walker and Wood like to Play, with accessories from Bowtique, Miss Nella and Little Miss Twin Star jewellery.

“We would like to become a destination shopping venue in Chelsea, growing a loyal customer base of returning customers,” says Sakhterova. “We will continue to launch new and exciting brands and products to stay fresh and interesting. We are working on a couple of partnerships with artists at the moment, and a couple of new brands may come on board that specialise in ethically manufactured products. We are also looking to launch additional services – beyond retail – for our clients; services that busy families might need help with procuring.”

The store itself has been designed to be cosy and welcoming whilst also providing a designer boutique look – think copper rails and exclusive decorative elements, such as upcycled furniture.

Developments this year include the launch of an online store and the roll out of a gift card and loyalty scheme.

Kids Emporium by Lazy Francis, 406 Kings Road, Chelsea, London SW10

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