Noughts & Crosses is a newly established children’s store based in Stamford, Lincolnshire, which caters to ages 3-11 years. Opened in August 2024 by owner Laura Steele, the business extends beyond a typical retail shop by also providing a destination for experiences, offering workshops, parties and weekly classes.

“I felt like there was a space for a children’s store that also focused on giving children a real experience,” says Steele. “A shop they are invited into in order to look, shop and take part in a workshop, and somewhere that supports small brands and showcases unique products you can’t find in larger stores.”

 

 

Noughts & Crosses offers a range of children’s clothing, toys, games, crafts and gifts from various brands. These include Born Bizzy, Chino Club, Replay (a preloved toy brand), Noughts & Crosses’ own play kits, and larger brands like Angel & Rocket, Tonies and Micro Scooter.

 

 

In-store events and activities are an essential component of the business model, with Noughts & Crosses regularly hosting workshops and parties where children can engage in arts and crafts. The shop also frequently supports community projects by participating in fundraising efforts or donating raffle prizes.

Regarding plans for the business, Steele wants to expand the number of workshops and develop Noughts & Crosses’ own brand range of play kits, which she recently made available wholesale for other independent stores to stock.

 

 

Her main priority, however, is to ensure the business keeps on creating an environment where parents and children can visit and enjoy shopping. The aim is to create a space where customers can shop for gifts or toys in a relaxed atmosphere without judgement or concern over children exploring the products.

62 Scotgate, Stamford PE9 2YB
www.noughtscrosses.co.uk