Marc and Daniel Granditer are embarking on a new venture with Casa Childrenswear at Bluewater.
- Their former enterprise, Base Childrenswear, was shut down after Frasers Group administration.
- The Granditers aim to capitalise on gaps in the premium kidswear market.
- Casa Childrenswear focuses on independence and market agility, emphasising a comprehensive kids store experience.
- The Granditers are committed to expanding their physical retail presence despite industry challenges.
Marc and Daniel Granditer have launched Casa Childrenswear, a fresh venture in Bluewater shopping centre, following the closure of their previous business, Base Childrenswear, due to Frasers Group’s administration. The Bluewater location is seen as ideal, with its history of retail success, providing a strategic opportunity for the Granditers to reassert themselves in the premium kidswear market.
Base Childrenswear, a significant player in the market, particularly in South-East England, evolved from a menswear business started by Morris Granditer in 1910. The transformation into a childrenswear leader saw partnerships with brands like Ben Sherman and French Connection. However, its acquisition by Frasers Group led to a business environment that was not aligned with the Granditers’ vision, ultimately leading to the decision to part ways.
Casa Childrenswear distinguishes itself from Base by maintaining independence and agility, avoiding the pitfalls of larger market dynamics. By partnering with brands such as Tommy Hilfiger, Ralph Lauren, and several prominent Spanish labels, the Granditers aim to offer diverse, quality products. Additionally, the store includes premium toys, aligning with their intent to create a complete kids’ retail experience.
Bluewater’s selection as a launch site aligns with the Granditers’ long-standing relationship with the location, which offers high foot traffic and a supportive leasing environment. The overwhelmingly positive customer response underscores the potential for physical stores to foster connections that are often lacking in online retail.
The Granditers are strategically focused on expanding their brick-and-mortar presence, recognising the foundational importance of physical retail in establishing trust and engagement with customers. There is a cautious approach towards online growth, with emphasis placed on sustainable expansion rather than rapid turnover increases. Their brand portfolio is set to grow, leveraging their understanding of market tendencies to introduce new seasonal lines.
In the broader context, the Granditers see substantial potential within the kidswear market, particularly as many competitors face closure. They believe that smaller, independent retailers will drive future growth, with leading brands needing to support these innovators. This perspective highlights a shift towards more personal retail experiences designed to build loyalty and customer satisfaction.
The launch of Casa Childrenswear marks a promising new chapter for the Granditers, as they navigate and innovate within the evolving kidswear market.
