Marc and Daniel Granditer introduce Casa Childrenswear, marking a new chapter after Base’s closure by Frasers Group.
- Following the administration of Base Childrenswear, the Granditers identified a gap in the premium kidswear market and seized the opportunity.
- The launch of Casa includes a physical store at Bluewater and an online presence, aiming for a unique kidswear retail experience.
- The Granditers are focusing on premium and luxury brands, with plans for expansion and offering a comprehensive customer experience.
- The father-son duo believes that retail stores offer a more engaging experience than online shopping, citing customer events as evidence.
Marc and Daniel Granditer have embarked on a new journey with the establishment of Casa Childrenswear. After the fall of Base Childrenswear, which Frasers Group acquired and later put into administration, the Granditers saw a unique opportunity to re-enter the market with a fresh perspective.
In the wake of Base’s closure, the Granditers quickly moved to fill a void in premium kidswear. Recognizing the potential for new ventures, Casa Childrenswear was launched in July, strategically positioned at Bluewater shopping center. This move allowed them to build on their legacy with a modern twist, accompanied by an ecommerce website inaugurated in October.
The experience at Casa is intentionally designed to differentiate from Base by maintaining independence, emphasizing agility, and adapting to market demands. Their focus on securing partnerships with premium and luxury brands, such as Tommy Hilfiger, Ralph Lauren, and celebrated Spanish labels, is central to their strategy. This includes expanding into new sectors like gifting and premium toys, reflecting a broader, holistic children’s store experience.
The decision to open at Bluewater was influenced by its prime location and a longstanding positive relationship with the landlord. Initial customer feedback has been overwhelmingly positive, highlighting the store’s capacity to provide a unique, engaging shopping experience. The store has successfully hosted brand events, confirming the Granditers’ belief in the power of physical retail to connect with consumers.
Looking ahead, the Granditers plan to expand Casa Childrenswear, focusing on bricks-and-mortar retail and methodically growing their ecommerce segment. They aim to cultivate relationships with supportive landlords and increase their brand offerings, reflecting a commitment to evolving with market dynamics and consumer preferences.
The Granditers perceive significant potential within the kidswear market, with many specialist retailers exiting the stage. They argue that small, independent retailers will be crucial for future success, encouraging larger brands to back these daring ventures as they revitalize the industry.
Casa Childrenswear is poised to redefine the kidswear retail landscape, leveraging past experiences to create a vibrant shopping destination.
