From the founders of the award-winning Base Childrenswear retail chain, Casa Childrenswear is a new independent, family-owned retail concept focused on high-quality, fashionable and sustainable clothing, gifts and toys from the world’s best brands. CWB speaks to joint managing director, Marc Granditer, to learn more.
Laura Turner: What’s the story behind Casa Childrenswear?
Marc Granditer: We consider it a new business built on 30 years of experience and relationships. Previously, as owners and directors of Base Childrenswear, we built a highly respected children’s specialist retail chain over many years, stocking all major international brands in the luxury sector. We developed trusted and long-standing relationships with these brands and our hands-on approach was key to its success. Following the pandemic and the dominance of large corporate retailers, there has been a ‘lack of love’ for the childrenswear market. We felt there was a space for a new, vibrant and relevant kidswear specialist, and we believe that Casa fulfils this ambition.
LT: What inspired the name?
MG: Casa means “home” in Spanish and Italian – we are stocking the best of Italian and Spanish brands, and we want the store to become the home of fashion and gifting for children.
LT: Can you tell us more about the store?
MG: We opened on 4 July 2024. We knew that Bluewater Centre would be our preferred choice for the new store, having traded there successfully as Base since the centre first opened. We understand the clientele, and with the positive relationship we have always shared with the landlord, it was the obvious choice.
LT: What were your ‘must-haves’ for the Casa Childrenswear retail concept?
MG: To showcase the most successful children’s brands that best reflect the current trend of the market, together with a collection of premium gifts and toys. In other words, to offer our customers the best choice of fashion or premium gifts when buying for children. Within this offer, we have also curated some unique and exclusive brands not currently widely available in the UK.
LT: How many brands do you stock?
MG: We currently stock circa 30 fashion brands and 10 gifting/toy brands. We are looking to significantly grow our brand portfolio, especially quality UK and European brands.
LT: What do you look for in the brands you stock?
MG: Quality, commerciality, and a brand that we can develop and grow with. And importantly, a brand that respects the investment we make in it.
LT: You’ve also included toys and gifts within Casa Childrenswear’s offer.
MG: Yes, this is the main point of difference to our previous business. We stock well-known brands such as Jellycat, together with some niche brands such as Plan Toys and Doudou et Compagnie.
LT: Are store events part of the Casa Childrenswear concept?
MG: We’ve already hosted two amazing events with our partners Cozy Crew Club and Angel’s Face. Both events far exceeded our expectations, and we hope to build on this success with many more brand events in 2025. We want Casa to be more than just a retail store – we want it to be a place where brands can showcase their products and customers are treated as valued partners in our community. Judging from the feedback from these recent events, they will become core to all our plans.
LT: How has the UK childrenswear market evolved and changed over the years?
MG: It has grown beyond all recognition over the last 30 years, with many international brands taking this vibrant market seriously as a real growth opportunity. All major brands now have a dedicated children’s collection, and the product on offer is unrecognisable from when we started 30 years ago. I would also add that the internet has changed the retail landscape immeasurably, and whereas it was a force for good in the early days, it has become a real area of concern with the constant discounting, questionable online marketing campaigns, and the ever-spiralling cost of growing online turnover. For every success story, there is a catalogue of loss-making businesses stuck in the cycle of chasing vacuous turnover. The market was previously well served by independents and small chains and this, alas, now presents the main challenge to the wholesale brands – a lack of serious partners in the childrenswear space, which brings us back to your first question.
LT: What are your plans for the business?
MG: To establish Casa Childrenswear as a successful small chain, remaining fiercely independent, and offering the opportunity to showcase great brands that have struggled to find a foothold in the UK since Brexit. Building a sustainable, full-price online business that supports the core bricks and mortar retail environment will remain our focus. In short, we want to be a successful and happy business, one that is a credit to our family name.
To visit the Casa Childrenswear website, please click here.
