Childrensalon is a primarily online retailer specialising in designer fashion for children.

The business was originally founded as a shop in Tunbridge Wells in 1952. While it continues to operate this store as a clearance outlet, ecommerce now accounts for around 99% of turnover.

Childrensalon’s rapid growth came to an abrupt halt in the year to December 2021. Against lockdown-inflated comparisons, total sales fell back by 6.0% to £125.4m, while operating margins - which had previously been in strong double digits for an extended period - dropped by nearly 10 full points to  5.6%. 

Childrensalon has invested in its systems to support its rapid growth in recent years. All investment decisions are taken with the customer in mind and it is now turning its attention to personalisation, for instance through the checkout process and localised payment options. Warehousing and logistics is another area of focus. 

The retailer continues to be run by the founding Harriman family, with Michele  and Asher Harriman-Smith sharing the helm as co-chief executive officers.

Innovation rating: 2.5