WHO: Shan & Toad
An online children’s fashion store with a focus on showcasing new and exciting brands.

WHY: It’s not an exaggeration to say that the excitement of opening Shan & Toad’s box of delights was off the scale. From baby clothes and womenswear to the most adorable children’s separates, every item we pulled out of the box made us gasp with delight. The store’s ethos of championing eco-friendly brands really excited our judges who loved the breadth of cool, fun and highly original clothing available on this site. Many of our judges who work as professional stylists and art directors, earmarked it as a future destination for shopping for their own families – always a seal of approval. The stunning range of sustainable clothing, the availability of online shopping assistance and the support for new designers took this store to Platinum heights.

If you’re looking for fresh, exciting fashion for kids that will pass the test of time, this is the place to go. Brilliant.
Bonita Turner, Editor of JUNIOR
Like your own personal shopper! Love to have a place to go where you know everything is going to be fabulous. Like a children’s Browns! Gorgeous.
Abi Campbell, Children's Fashion Photographer @abicampbellphotography
In my opinion one of the best shops in the world with the best brands. Shana really has an eye for picking the top pieces from every brand.
Bonnie Van Geel, Art Director and Stylist, @pepper.pics
A beautiful curation!
Charlotte Kewley, Children’s Stylist, @thelittletsylist

WHERE: Shan & Toad



WHO: Jump Shoes
WHAT: An online and bricks and mortar shop, selling shoes, lifestyle products and accessories

WHY: Wow! The Junior team were blown away by the beautifully presented edit of shoes, clothing and accessories that this predominantly footwear focused store sent in for judging. With a fabulous array of stylish shoes for both children and adults, as well as beautifully designed accessories with a playful and upbeat feel, this store really spoke to the panel, who felt the attention to detail, eye for winning design and fine-tuned consideration for their customer’s shopping experience was excellent. Extra points scored for their fab in-store kid’s play corner as well as their serious approach to sustainability, including the donation of all their outgrown shoes to charity.

This business is clearly a labour of love with clever, original ideas throughout the whole shopping experience. Bravo.
Bonita Turner, Editor of JUNIOR
Chic and cool! Thank goodness there’s a new kid on the block to rival Alex and Alexa and childrensalon. Love your branding and your ethos. Good luck! It’s a tough time to be launching a business for sure.
Abi Campbell, children’s fashion photographer, brand consultant, @abicampbellphotography
Beautiful shop with lovely details.
Bonnie and Pepper Van Geel, Art Director and Child Model @pepper.pics
We're big fans of Jump Shoes in our house. Experts in footwear with a brilliant edit of the best brands and SO helpful both in real life and virtually. A gem.
Charlotte Kewley, Children’s Stylist, @thelittlestylist
Putting the customer at the front of the brand ethos really stood out here. The store design and detailed approach to fitting the correct shoes for children is something parents are always looking for. I really liked that the same attention was given to the online customer journey too. This feels like a really beautiful curation of strong shoe brands too. The concept and creative feel also felt very aspirational in a a friendly and approachable way.
Jemima Bradley, Fashion Stylist, @jemima_bradley__art_direction
Just brilliant. Love the branding, the shop design and most of all the beautifully curated edit of shoes, clothing and accessories. Something special here for everyone including the grown-ups.
Eleonore Crompton, Deputy Editor, JUNIOR

WHERE: Jump Shoes


WHO: Marks & Spencer
WHAT: The British High Street Store’s Children’s Clothing Collection
Our panel was extremely impressed with the Marks & Spencer children’s offering and felt there was a great mix of on trend and basic pieces all featuring those extra details and the quality feel associated with the brand. The over-all consensus was that M&S put a huge amount of energy into researching the very specific needs of all their customers, responding in really agile and helpful way. The Easy Dressing collection, designed to accommodate hip dysplasia and feeding tubes demonstrates this perfectly. With squeals over Percy Pig rompers and excitement over stylish new ranges, there was a whole lot of love for M&S in the JDA room!

M&S nail it every time. The range of different styles for every occasion imaginable is so well considered and the quality is always fantastic.
Bonita Turner, Editor of JUNIOR
The Easy Dressing and Goodmove collections are fantastic! So needed. Well done M&S!
Charlotte Kewley, Children’s Stylist, @thelittlestylist
If you’re looking for style, quality and little bit of a design upscale -M&S is your store.
Eleonore Crompton, Deputy Editor, JUNIOR
The best clothes for everyday wear.
Portia Freeman, Model, Mixologist, Presenter. @portiaportiaaaa

WHERE: Marks & Spencer


WHO: Sage Kids
A lifestyle concept boutique for babies and children 0-10 years old with an emphasis on ethical production and sustainability

The beautifully presented box of colour co-ordinated clothing, accessories and one gorgeous patchwork cat, that Sage Kids sent into Junior HQ gave a strong indication of how much thought and care this online store puts into every aspect of their business. The website is pared back, yet welcoming and the curation of clothing, accessories and homeware is just stunning. Our judges loved the exquisite, hand stitched feel of all the clothing with brands like Apolina, Mabli and Bonjour Diary coming together to create the perfect slow fashion wardrobe. We have to add that we loved the beautiful ochre leaf that was enclosed as part of the packaging! Attention to detail was superb.

Expertly curated heirloom pieces that children and parents will adore.
Bonita Turner, Editor of JUNIOR
Lovely branding. I’m all for a sustainable future, so, good for you for leading the charge and doing your bit to rid the world of landfill.
Abi Campbell, children’s fashion photographer, @abicampbellphotography
A new and dangerous discovery for me because I now want EVERYTHING!
Charlotte Kewley, Children’s Stylist @thelittlestylist

WHERE: Sage Kids