MELBOURNE: Children’s retail brand Kids Avenue is on a fast growth path, with its second store to open after less than one year in business.
The brand for girls and boys launched its first store in Hawksburn, Melbourne, in 2009 and the new store will be located in Camberwell, opening on June 19. It also has an e-commerce outlet.
Owner Flo Madridejos said she hopes to expand the brand nationally and later internationally.
“We will focus on outdoor strip shopping rather than shopping malls as we want to remain a boutique brand,” she said.
She said the label was designed to ensure that children dressed like children, not mini-adults.
“We were overseas in the Philippines and saw all the beautiful smocking and embroidery on children’s clothes and we wanted to bring that back to Australia,” she said.
Two main ranges are offered each year, with drops staggered into stores. Natural fibres are key to the collection.
The collection targets mid to high income parents, with prices starting at $24.95 for T-shirts and reaching around $100 for a dress.
Madridejos said the brand focuses on core values of community engagement and ethical production. Staff have the opportunity to do volunteer work during paid work time. Production factories overseas are checked for Fair Trade approaches.