Shopping trends from Smallable's Cecile Roederer

The founder of the online emporium for childrenswear, womenswear, toys and interiors on their origins and what’s new this season

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Smallable was founded in August 2008, at which time I did not have any children. I did, however, see my sister and friends on the one hand struggle to find beautiful pieces for their children and on the other complain about having to run to four or five different shops on the weekend to find everything they needed. So I started to look around and, when I was looking online, I found great brands that were interesting in range but very fragmented and not widespread. Hence the idea of combining all of these beautiful products, handpicked from all over the world, and making them accessible to everyone. Today, our focus isn’t solely on children’s collections but the whole family. We select designers from fashion and decor sectors to offer a wide selection for the entire home. I like to describe Smallable as a Family Concept Store. Above all else, we love to discover, feel wonderment, and surprise our customers with brands that tell us different stories.

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