Style Crèche: A couture paradise for the kids

Style Crèche, the new destination for mothers, unveiled their first multi-designer store for kids' apparel in South Kolkata. Conceptualised by Rachana Goenka, the owner of the store and designed by Puja Agrawal and Aditi Jalan of interior design agency Beyond, the store takes on a quirky look and welcomes all the kids.

While speaking to VM&RD, Rachana shares with us, "Being the mother of two kids, this concept was with me since the last three years when my daughter was born and I realised there is a huge void when it comes to exclusive brands for kidswear. I saw there was a very handful designers dedicated to children's wear and just then I thought why not come up with a multi-designer store for kids apparel. Here we have the range of around fifteen designers for clothes, two for shoes, one for accessories and one for bags.”

Spread over 1000 sq. ft. the store interior has been segregated according to the merchandise it houses such as the couture which includes gowns, the ethnic section and the casual section.

Speaking about the store concept, Rachana mentions, "I had seen Puja and Aditi's work and they always try to give a twist to the entire presentation of any given space. And though this store is for kids, I wanted the interiors to have a very unique finish and not typically have a kiddish look.”

The entrance of Style Crèche looks very picturesque embellished with an old-world charm. The door is painted like a sewing kit and interesting props like a wooden ladder, lanterns and wooden letterbox lends it an English look. 

Talking about the store design, Puja and Aditi, the designer duo say, "We have recreated the Victorian era look through this vintage décor. As we got a very clear brief as to how the merchandise would be, we divided the space accordingly and made judicious use of the height and length of the space. The props and design elements will take shoppers to the bygone era. In tune with this, the space has a cozy waiting area that incorporates a couple of chairs and books. The panel of owls looks down from the walls and bird-themed table mats adorn the textured grey wall. We have given the store an eclectic look, which comes alive through each and every corner of the space.”

The interior designers also add that everything has been created for children, to make it kid-friendly. Adding to this Rachana says, "This small play area promises to keep the tiny ones busy while their moms check out the collection. Kids can play with Lego blocks, puzzles and small toys, or may scribble on the chalkboards. We decided to have this play area, because I myself have faced the problem of keeping kids busy when I go shopping with them”. 

Another highlight of the store is the "trial ramp” which does away with the typical box shaped trial room. The store has a curtained elevated ramp done in shades of blue, where the little shoppers can try the outfits.

On a concluding Rachana mentions, "We are getting great response from the very first day in terms of footfall and people really liked the way the store has been done. With the boom in the retail industry, I believe this was the right time to tap this market. Going further, I have plans to expand with new stores and also go online with the brand. I would also like to launch my own designer label for kidswear.”