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Four Fairies and a Prince returns to The Concept Store

Four Fairies and a Prince, the Scandinavian childrenswear brand, has been welcomed for a third time to The Concept Store, Sloane Stanley’s permanent space for pop-up shops on London’s King’s Road


Four Fairies and a Prince returns to The Concept Store

The 1,178 square foot pop-up will stock Scandinavian and Dutch childrenswear, accessories and toys and will offer customers an exclusive glimpse of the brand’s spring and summer collections.

Due to open on 16 January, the shop will also play host to a selection of online brands including Wyse, My Fashion Tribu, My Little Wush and Marie & Lola.

Pinja Koivula, co-founder of Four Fairies and a Prince, said: “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.”

The news follows a successful 2016 for The Concept Store which housed pop-ups from the likes of Nana Nice Cream, Fofolles World, Summerbox, Seraphina and Memsahib Collections.

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.”

Sloane Stanley is one of the oldest landowning estates in London. The estate owns and manages hundreds of residential and commercial properties on the King’s Road and Fulham Road.

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