Often described as the “Net-a-Porter for under-16s“, AlexandAlexa is a one-stop online department store for parents searching for children’s clothing and shoes that combine a keen eye for individual style, quality and practicality. “With everyday essentials to stylish streetwear and blow-the-budget beautiful shoes, we bring the greatest collection of brands to our customers” says Senior PR Manager Jenny Slungaard.
The site was founded in 2007 with a selection of high-end labels such as Burberry, Fendi, Stella McCartney and Chloé. It has since broadened its offering to encompass sportswear, premium brands, shoes, accessories and toys. “The concept was to make time-poor parents’ lives easier when shopping for their kids’ clothing,” says Jenny. “We have everything they need in one place, delivered directly to their door, anywhere in the world.”
Customer engagement and feedback is a driving force behind AlexandAlexa and its website features comments and articles from customers, tastemakers and fashion bloggers from around the world. “We work with editors at the world’s leading consumer titles creating magazine content that sets us apart from our competitors, meaning we are able to reach new customers worldwide.”
AlexandAlexa regularly introduces new brands to its customers, but only after careful vetting. “We are very selective. The fabrics and the quality need to be right, so we usually watch a new designer for a season or two before we would stock them.” Provenance is also vital and the site’s buyers first ensure that a product’s supply chain is ethically managed before they commit to selling a party dress or a wooden train.
The range of products at AlexandAlexa is expanding, with the focus on footwear through the introduction of brands such as Ferragamo and Minna Parikka, as well as traditional toys.
Also expanding is the personal-shopping service. “We work with high-net-worth customers, sports stars, actors and royalty. We show the latest season’s collection at their homes and help them find what they are looking for.”
Such style direction is particularly valuable when it comes to teenagers, who increasingly want to dress like celebrities. “We stock a number of brands that are aimed at – and are age-appropriate for – those often hard-to-dress years, from cool, Scandi boys-brand Someday Soon to tween-appropriate Bang Bang Copenhagen, a brand that epitomises dressing-up style.”
For parents looking for fresh, beautifully designed children’s fashion, from intricately embroidered Dolce & Gabbana party dresses to technical yet stylish sportswear, AlexandAlexa offers a stress-free and enticing shopping experience.
1. How would you describe the concept of your store?
AlexandAlexa is a one stop destination for premium and luxury fashion, accessories, sportswear, toys, nursey and homeware items. We stock nearly 300 brands and ship to customers globally.
2. Which labels did you present from the beginning and which ones have you recently added?
We launched with approximately 20 brands, many of who have been with us from the start, such as Burberry, Fendi, Stella McCartney and Chloé, and grown to close to 300 brands this year, including Someday Soon and Bang Bang Copenhagen.
4. You are based in London… What’s the best place for kids there?
Yes we’re based in central London and there is so much for kids here, from the beautiful parks and open spaces to amazing museums such as The Natural History Museum and The Science Museum.
5. Do you have a hint for parents when shopping for their kids?
Online shopping is the way forward! Shopping trips can be really boring and stressful for kids and their parents which leads to a negative experience all round. Also from all the influencers and celebrities I work with, as well as my friends kids’, children have a lot to say about what they want to wear and don’t want to wear, and often getting them involved in choosing their outfits can really help avoid some of those getting dressed battles.
6. What was your favourite toy when you were child?
I loved traditional wooden toys, particularly Brio. My sister and I would spend HOURS each weekend making huge tracks throughout the house and racing our vehicles on the tracks. I still remember those times like they were yesterday.
7. How do you think online shops will evolve in the next future?
Personalisation is key. Customers are expecting more and wanted tailored content and a personalised shopping experience. Building wishlists, personalised content, free shipping and fuss free returns are all essential to customers.
8. Kids and Internet… what do you think about it?
The world is rapidly becoming a digital world and the internet is a valuable tool, but I feel that kids need to be made aware of the dangers that exist there just like in the real world. Educating children to be safe in both worlds is essential.
9. Could you share with us your favourite website and Instagram accounts?
I love The Pool, a digital platform for women featuring news, health, politics, fashion, beauty and lifestyle. I subscribe to their daily newsletter and genuinely read every article, they are incredibly well written and really cover the serious topics affecting women today. My favourite Instagram profiles: @deborahbrett, Fashion Editor at Wardrobe Icons. Her feed is beautiful, from her insanely cool style to her creative baking and decorating skills and of course her beautiful home in Ibiza, I lust after that house! And @susiejverrill, an influencer we work with, who has two amazing kids and her posts are always so honest, hilarious and heartwarming.
10. How do you promote your website?
We work with a number of influencers and celebrities globally who all kindly feature our pieces and talk about our brand. The digital landscape has really helped push this side and customers are able to engage with real people.
11. Please complete this sentence: Kids are amazing because they make me…
… Laugh. Kids are amazing and in my job as well as with my friends, I am surrounded by such strong personalities in tiny bodies and it’s wonderful to see. The world is changing very quickly and the future generation has a lot on them but they’re the generation that can make this world a better place I hope.
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