The makings of Pops & Flo began in November 2023, when Stephanie Sandys started a small online business through Instagram named after her two daughters, Poppy and Florence.

“I started Pops & Flo online a month after the birth of my second daughter, Florence,” says Sandys. “I always loved neutral clothes and thought there was a gap for neutral, affordable childrenswear. The online business did so well, reaching as far as the US with orders, and this led to me and my husband Tom deciding to take a leap and open a shop in my hometown of Wokingham in Berkshire.”

 

 

The business elevated to the next level in October 2024 with the opening of a Pops & Flo bricks and mortar shop on Denmark Street in Wokingham. The store offers brands that complement the Pops & Flo look – all neutral baby and toddler casual clothing, with a focus on reasonable pricing to make the offer affordable for everyone.

Sandys updates and changes the store’s offer, but the main brands she selects that work with her neutral aesthetic are Dandelion, Little Prince London, Gloop! and Grass & Air, plus a few of her own Pops & Flo clothing pieces.

 

 

In the town of Wokingham, all the small businesses support each other, and Sandys is keen to participate. Following a launch party to welcome everyone to the new store, which included prosecco and giveaway prizes, she hosted lots of late-night Christmas shopping evenings over the festive period. In the long term, plans are to open the store up and offer a bigger range of clothing, with the ultimate goal being to have multiple own brand stores around the UK selling all Pops & Flo designs.

24 Denmark Street, Wokingham, Berkshire RG40 2BB