Selfridges kidswear department – best kids fashion shop in London

Selfridges, also known as Selfridges & Co, was founded by Harry Gordon Selfridge and opened its doors to the public on 15 March 1909. A TV series entitled Mr Selfridge and his venture aired earlier this year, with ten additional episodes to be produced and aired in 2014 due to overwhelming response. With such a rich history Selfridges is unique in its own right.

Todays owner, Galen Weston, has focused on extensive renovations of the historic Oxford Street landmark in the heart of London’s shopping district, rather than building more stores elsewhere. And as a result Selfridges has retained it’s former glory as the number one shopping destination. In fact it has been voted the best department store in the world!

We would like to highlight the kidswear department. Located on the 4th and top floor it’s a true children’s fashion wonderland. The brands are well curated; established high end fashion houses next to exciting new independent brands. One style more desirable than the other. On our visit this morning, we spotted Scandinavian favourite brands Mini Rodini and Lucky Boy Sunday, as well as an exciting Pop-up Shop with Little Troll very first collection featuring gorgeous girls dresses. It clear that Selfridges believes in new brands and also that they are confident in mixing popular brands and classic styles with more quirky and creative. Together with knowledgable and helpful staff it all sums up to one great shopping experience.
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The space is airy, yet playful and fun, the displays are creative and inspirational. Visiting this grand building and the trendy kidswear department is just really a treat, both for you and your children. And why not end a fun day out with a classic English afternoon tea at Dolly’s on the Ground level?

On your way out, make sure to stop by the famous Selfridges windows displays. Selfridges has a history of bold art initiatives when it comes to the window designs, all back to Mr Selfridges days. Today the creative installations, displaying current designs and fashion trends, attract and inspire tourists, designers and fashionistas alike. See more at

The Little Troll pop-up shop will be there until the 26th of May. Make you sure you pop in before it’s gone. See more of the brand at and follow the enjoyable Little Troll Blog.

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