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Scandinavian childrenswear brand launches London pop-up shop

Four Fairies and a Prince, the Scandinavian childrenswear brand, has returned to the King’s Road after launching another pop-up shop at the Concept Store.

The retailer, which stocks a mix of Scandinavian and Dutch childrenswear and accessories, will open its doors on 16 January after taking up residency at the 1,178 sq ft pop-up space.

Hosting a line-up of online brands including Wyse, My Fashion Tribu and Marie & Lola, the residency will mark the third time the brand has set up shop in property firm Sloane Stanley’s dedicated pop-up space at 340 King’s Road.

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.”

The clothing brand becomes the first retailer to set up shop at the space, following on from similar stints by Nana Nice Cream, Fofolles World and Summerbox last year.

Hannah Grievson, Commercial Property Manager at Sloane Stanley commented: “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.”

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