The Sloane Stanley Estate has welcomed back Four Fairies and a Prince, the Scandinavian childrenswear brand, for a third time to The Concept Store, Sloane Stanley’s permanent and dedicated space for pop-up shops at 340 King’s Road, following the brand’s huge success at the location.
The 1,178 sq ft pop-up will stock Scandinavian and Dutch childrenswear, accessories and toys for boys and girls aged 1-12 years, and offer customers an exclusive glimpse of the brand’s hand sourced spring and summer collections. The pop-up, opening on 16 January, will also host an assortment of online brands including Wyse, My Fashion Tribu, My Little Wush and Marie & Lola.
Commenting on the arrival, Hannah Grievson, commercial property manager at Sloane Stanley said: “Four Fairies and a Prince have have brought a unique childrenswear offer to the King’s Road every time they have taken space within The Concept Store, tapping into the burgeoning demand for Scandinavian design in The capital. Their return further cements the parades status as destination of choice for niche retailers looking to establish themselves in the London market.”
Pinja Koivula, co-founder of Four Fairies and a Prince added: “We are delighted to be returning to the King’s Road for our multi-brand childrenswear pop-up for a third time. The location of The Concept Store is perfect for us, situated on a famous and iconic shopping parade with fantastic footfall and schools around the corner, which is why we keep coming back. We look forward to interacting with our established customer base who share our passion for beautiful childrenswear, and to building upon our brand’s previous success.”