Luxe kidswear retailer Base opens Bluewater flagship

By

Nigel TAYLOR

Published
Jun 7, 2022

Luxury childrenswear retailer Base has relocated to an improved space at the giant Landsec-operated Bluewater shopping centre in Kent.

The new flagship store, which offers designer clothing for children aged up to 16, has said that the relocation has enabled it to expand its range of international luxury brands by adding high-end names such as Fendi, Palm Angels, Off-White and Tartine et Chocolat. 
 
It will also sell a range of lifestyle products including a line of designer pushchairs and prams.

Base MD Marc Granditer said the firm wants to be "the best kidswear store in Europe" and to celebrate the store opening, Base staged an exclusive launch event featuring celebrities and influencers. It has also launched its annual ‘Face of Base’ competition to find a brand ambassador for the year.
 
Moving into an expanded position will be seen as a bold move for Base, given the price level of the brands it sells in a mall that has a strong premium offer but isn’t known for an abundance of true luxury names. It also comes at a time when consumers are tightening their belts as prices rise and inflation rockets.
 
But the new store is in a strong position in a high-traffic area and the mall is undeniably a key destination for London and Kent consumers.