Bloom & Alfie is a new independent lifestyle store for mothers and babies, but the origins of the business date back much further. Store owner Julia Cook is a children’s clothing designer and still works as a freelance designer today. Back in 2002, she launched her own childrenswear brand Tickittyboo, which she went on to export worldwide, winning the ‘Export of the Year’ award two years in a row.
The business went from strength to strength, with the brand stocked in the likes of Barneys in New York and Bon Marche in Paris. The time then came when Cook wanted to move out of London and start her own family. Having always wanted to open her own shop, she realised her dreams in 2012 opening the Tickittyboo bricks and mortar shop in Chipping Norton, with a neighbouring milkshake shop, Tickittyshake, opening in 2015.
So, where does Bloom & Alfie fit in?
Following Brexit, a global pandemic, and an energy and cost of living crisis, trading conditions have been unquestionably tough on the high street. Cook was forced to close Tickittyshake in November 2023 due to the landlord doubling the rent, and this became the catalyst for her to rebrand the entire image of the shop and rethink the brand.
With a huge shift towards more preloved clothing, Cook knew she needed to offer her customers something different and appeal to a broader market. And so, named after her four-year-old twins, Bloom & Alfie opened its doors in March offering a lifestyle concept for mothers and babies, as well as the introduction of children’s footwear alongside a professional shoe fitting service.
Boasting a lilac shop frontage with bright yellow highlights, the new shop’s contemporary look has a light and airy Scandi feel, with Cook re-using many of the fittings from her milkshake shop and upcycling the old counter. In terms of children’s product, Bloom & Alfie offers clothing from Pigeon, Lil Atelier, Bob & Blossom, Lilly + Sid and Frugi.
There are also toys and accessories from Jellycat, Little Dutch, Maileg, Tenderleaf Toys, Rockahula Kids and Orange Tree Toys. The store’s biggest department, however, is children’s shoes, with brands including Start-Rite, Petasil, EMU Australia, Bobux and Grass & Air. For mamas, the store has homeware, gifts, candles, scarves, books, jewellery and accessories from brands such as Caroline Gardner, Cherry Paris, Pepper & You and Little Nell Jewellery.
Cook comments on the business’s recent changes and the plans for Bloom & Alfie.
“I am incredibly proud to have nurtured an idea that has made it to almost 12 years, and employed local staff and created a loyal customer following. My plans now include building the footwear side of the business, assessing trends and sales, and gradually introducing more brands with a focus on school shoes, too. I also want to carry on promoting sustainability and offering products that are made locally, especially for the tourist trade.”
Alongside the store, Bloom & Alfie is available online, and via Instagram, Facebook and TikTok.
Bloom & Alfie, 8 Middle Row, Chipping Norton, OX7 5NH
