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Bricks and mortar store for Hugo & Me

Online childrenswear retailer Hugo and Me has opened its first bricks and mortar store. The outlet, in Manchester, was developed in response to positive feedback from customers who had encountered its products in real life at baby shows and other events.

“It is really difficult to show the quality of our products online no matter how good the photos are,” said Hugo and Me founder Victoria Shuttleworth. “Particularly with baby and toddler products I felt it was important to open a store in the village where I grew up so that customers can come in to see and feel all the products we sell so they really know what they are buying.”

Shuttleworth handled the design of the store herself. “I opted to for a similar style to the products I sell which are very neutral and [in] unisex colours. The store is white to keep it bright and spacious with lots of lighting to display our beautiful products,” she said.

The brand's identity features the tagline 'Be Unique Baby' to reflect its strategy of selling products not available elsewhere.

“Our shop has a scandinavian feel with clean lines with natural wooden furniture and toys. I have designed the store to be a pram friendly space, with a large patio outside the front of the store for prams to be parked in the summer but also the store is easily accessible and prams can fit in and around the shop. We have several baby-friendly facilities including a toilet with a baby changer, milk heating facilities and space for breastfeeding. We also have many of our toys accessible for babies and children to play with as parents/relatives browse our store including a ball pit, play mat and building blocks, ensuring that shopping with us is an enjoyable and stress-free experience even with babies and children in tow.”

Hugo and Me focuses on ethically-produced organic products. It has expanded its clothing offer to include a range of toys and nursery furniture.