We opened our first store in Port Melbourne in 1996 with a small but carefully chosen edit of kids and baby clothing. Word spread quickly — parents who cared about quality knew where to find it.
In 2001, we moved to our Brighton home and Zlata joined the family business after completing her Creative and Business Advertising Degree. She brought with her a passion for fashion, technology, and a clear vision: to connect more families with the brands and stories they'd love. In 2006, that vision became our online store — one of the earliest in Australian children's retail.
Today, we partner with over 200 designers and ship to families across Australia and beyond. We've watched generations grow up through our doors — children who are now parents themselves, coming back to dress their own little ones. That continuity means everything to us.
We're proud sponsors within the Bayside community, supporting local schools and kindergartens, and we love being an active part of the neighbourhood we've called home for over two decades.

And in 2012 — a new member of the family arrived. Levi makes the occasional appearance in our campaigns, on his own terms. 😊

We curate so you don't have to.
In a world of infinite options, we do the work of finding the brands worth knowing — labels that tell a story, stand behind their quality, and take sustainability seriously. Every designer on our floor and in our online store has earned their place.
We've been one of Australia's longest-established stockists of the world's most sought-after children's labels — including Bobo Choses, VEJA, Mini Rodini, Tiny Cottons, Goldie & Ace and Jellycat — and that history gives us access and relationships that newer retailers simply don't have.
We also believe deeply in buying better. One beautifully made garment that survives three kids, two seasons of rough play, and countless washes is worth infinitely more than a wardrobe of fast fashion that doesn't last the month.
Our team knows these brands inside out. We're here to help you find exactly the right thing — whether you're shopping for a newborn gift, a special occasion, or simply refreshing a wardrobe for the season ahead.

Whether its boys and girls fashion, babywear, shoes or toys we pride ourselves on selecting the most beautiful products from a wide variety of designers and provide you with the best customer service.