Digital investment pays off for Childrensalon

Digital investment pays off for Childrensalon

Childrensalon started life as a small boutique specialising in upmarket children’s clothing in Royal Tunbridge Wells back in 1952. After investing heavily in its now flourishing online operation in 1999, the company is now one of the nation’s leading retailers for designer children’s clothing.

Childrensalon sells kids clothing by nearly 300 of the world’s top brands, including Burberry, Dolce & Gabbana and Kenzo to customers in over 130 countries.

For a family-owned independent business established in Kent back in 1952, this is some feat for a company operating in a marketplace dominated by high street names.

The firm's success both at home and abroad has been driven by its buoyant online business which has helped it grow from a local store to one of the industry's top outlets.

The online business has seen customers increase by 47,000 in the past year alone, and packed more than 800,000 items across more than 200,000 orders.

Childrensalon also hired 80 new members of staff during the period, taking it to 170 employees in total.

Its impressive growth aspirations mean they anticipate employing 450 people by 2018 as customers grow across the Middle East and Europe.

In her company report, chief executive Michele Harriman-Smith, and daughter of Sybil Harriman, who founded the company in 1952, said: “On our website we made constant improvements in our customers’ user journey and invested in further additional editorial content to share our expertise.

“We look forward to 2016 with excitement that we can continue on our quest to become the best loved childrenswear shop in the world.”

This online presence – particularly through mobile devices – has catapulted the business into new markets and expanded existing ones.

“We have upgraded our user experience with better design and responsive technology, ensuring customers have the same great experience regardless of device, said Sorcha Harriman-Smith, digital and brand director at Childrensalon, speaking earlier this year.

“This has more than doubled our conversion rate already, so this is an area we will continue to invest in.”

The company now employs staff who speak over 25 languages, and who are available every day of the year by phone, email, live-chat and through social networks.

Childrensalon is now looking to continue investing in its online presence in order to capture a greater share of what is a rapidly growing market. “Luxury children’s wear and e-commerce are both fast-growing industries,” Sorcha added.

“Since 2013, we have averaged a 45% annual growth rate in revenue, and anticipate continued growth in new and existing markets."


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