Founded by Kerrie McCoy, whose initial inspiration came from noticing that children's fashion choices in multi-brand shops seriously lacked style and trend! This gave her the impetus to source fun, creative and original kids products from some of the hottest designers around the world. This design-led ethos continues throughout the site and branding, both of which were undertaken by Syrox. The final result is a simple, yet effective, site - with a cool, on-trend and stripped-back Scandinavian look and feel - created while adhering to the latest in UX design.