Georgia and Nathan Ashby launched their online children’s store, Junior Edition, back in July 2015, before two years later, in July of this year, adding a bricks and mortar arm to the business with a shop in Brighton’s Kensington Gardens.
Prior to Junior Edition, Georgia had studied architecture at university, before taking a career in women’s fashion retail.
She worked as a retail manager for Selfridges, and an area manager for Fenn Wright Mason and Austin Reed Group, before launching Junior Edition online in 2015.
The store’s offer currently encompasses design-led kids’ and babies’ clothing, toys, books, decor and gifts for 0-7 years, although the age range is set to expand up to 9 years in January.
Key labels include Bobo Choses, Mini Rodini, Huxbaby, Gray Label, Hugo Loves Tiki, Beau Loves, Mingo, Liewood, Design Letters, Meri Meri, Vilac and Plan Toys.
In terms of the store itself, Junior Edition embraces a sustainable and modern Scandi vibe, enhanced with a touch of luxury.
The Ashbys created their own modular peg board style shop fit from birch ply and copper bathroom fittings, plus their own mannequins and window displays from ply and copper.
They also sourced co-ordinating copper finish children’s hangers to showcase the products. The finishing touch is a section of the store painted in Klein Blue to match Junior Edition’s logo and help to set off the copper fittings.
Select in-store events are carried out throughout the year at Junior Edition – the most recent being Christmas crafts for kids with The Amazing Art Cart.
Plans for Junior Edition are to continue growing the online business and expand the ranges, building on its strong childrenswear portfolio with a few new, choice brands for s/s 18.
Longer term, the Ashbys have ambitions to expand the business into a true lifestyle concept, offering the best in design for 0-10 year olds, not only in clothing, but with additional homewares, toys, and gifts.
34 Kensington Gardens, North Laine, Brighton BN1 4AL