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My London Girl, the UK's first doll boutique, to open at Westfield

A husband and wife team with no prior retail experience are taking the plunge and launching the UK’s first stand-alone toy doll and fashion boutique.

GENERAL MERCHANDISE

My London Girl, the UK's first doll boutique, to open at Westfield

Kathryn Fleetwood-Neagle and her husband Paul Neagle will open a 900 sq ft My London Girl store this week  in London’s Westfield shopping centre.

Aimed at girls aged 3-12, the store will sell a range of 42cm dolls and baby dolls  in seven different skin tones together with 25 outfits and a range of accessories. The retailer will also stock matching clothing for the girls enabling them to wear the same outfit as their doll.

Some of the clothing has been designed by David Charles who is known for his upmarket girlswear and party dresses which are stocked in London’s Harrods.

The store was inspired by US store American Girl.  Peter Neagle told the Financial Times:  “We wanted our store to be more fashionable and more of a boutique than American Girls, but fundamentally it is the same concept of matching girls’ clothes with dolls’ clothes, but we’re trying to make it a London thing.”

Prices start from £40 for the baby dolls, £79 for the 42cm dolls and from £20 the outfits. The store will also offer hair styling demonstrations.

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