Best Children’s Interior / Lifestyle Retailer | Junior Design Awards 2021

One of the toughest awards to judge every year- as the quality of lifestyle retailers aimed at children just keeps getting better and better, but here we can reveal the 2021 winners...




WHO: we are POP
WHAT:A curated kids and lifestyle concept store

WHY: Our judges were so impressed with the edit of toys that this online store presented to our judges. A fabulous mixture of tactile objects for little hands, scandi style items that would elevate any play space and some quirky pieces that… well, really popped! The panel were also extremely impressed with the we are POP website design, which is fresh, contemporary and easy to navigate, while presenting a whole array of colourful, enticing offerings that span from gorgeous cloth dollies to ridiculously covetable toy storage and nursery décor.

Fun, colourful, well curated products for kids to get excited about.
Lisa Stickley, Artist, designer and children’s illustrator
When we unwrapped we are POP’s parcel we were in raptures. Such a fantastic edit of toys to delight children and adults.
Bonita Turner, Editor of Junior

WHERE: we are POP


WHO: Conscious Craft
WHAT: An online shop specialising in ethically produced, natural toys and craft materials for children

WHY: So many of our panel were entranced by the beautifully presented offering of arts, crafts and toys from this online store set up in 2014. Conscious Craft’s mantra is to do the right thing beautifully and our judges felt that they had accomplished this and more with their ethically produced and eco-friendly edit of magical toys – many of which we hadn’t seen before. Natural paint pigments, exquisite hand-made flower fairies and a children’s guide to whittling in the woodland all had our judges cooing and bookmarking this website for future gift buying.

Such a treasure trove of eco-friendly as well as highly entertaining and covetable gifts. Fantastic.
Bonita Turner, Editor of Junior
Ooh a website full of beautiful things I want in my home ❤
Charlotte Kewley, Children’s Stylist and mother of three
Brilliantly curated product with a focus on exploration, sparking the imagination and getting kids outside, making and doing! Love.
Lisa Stickley, Artist, designer and children’s illustrator

WHERE: Conscious Craft


WHO: When We Wear Young
WHAT: A kids’ lifestyle store for modern families

WHY: Our judges were completely smitten with the gorgeous selection of clothes and toys sent over by this Canadian lifestyle store. Every item was beautifully wrapped and presented, down to a gorgeous own-brand string bag! The store’s website impressed the panel greatly with it’s sleek minimal design and clean imagery, all leading the customer to intelligently and tastefully curated products with a strong contemporary aesthetic and an emphasis on sustainability. The Junior team were excited to find some lesser known brands as well as some JDA winning favourites on offer!

A lovely product offering…
Charlotte Kewley, Children’s Stylist and founder of @thelittlestylist
The incredible attention to detail that has gone into putting this site together is more than evident and you can tell that this store is a labour of love for founder Minna.
Bonita Turner, Editor of Junior

WHERE: When We Wear Young


WHO: MonkeyMcCoy
WHAT: An online concept store for trend-led design, style and inspiration that both kids and adults will love.

WHY: The sheer abundance of gorgeous, beautifully curated products housed by this easy-to-navigate and responsive website really impressed our judges and everyone loved MonkeyMcCoy’s edit of sleek tableware, charming toys (Maileg mice in rubber rings!) and some thoughtful bits for mums in need of a little treat. Our panel was also excited to learn that the stylish brands stocked here are intentionally season less, rather than trend led, in a bid to combat fast fashion and the need to constantly discount and restock. Bravo.

A really cool edit of products.
Charlotte Kewley, Children’s Stylist and founder of @thelittlestylist
Love all of the collection. Maileg toys are an absolute favourite with me and my kids. I love the colour palette of the products too - beautifully curated pieces.
Leonie Freeman, Children’s Photographer
One of my favourite online stores for children. The breadth of choice is amazing - something for everyone here!
Bonita Turner, Editor of Junior

WHERE: MonkeyMcCoy


WHO: Otis & The Wolf
WHAT: An online store with a focus on simple Scandi style gifts, interiors and clothing for babies and toddlers.

WHY: This website’s gorgeous tonal collection of gifts and truly useful baby items, really excited our judges. The panel loved the pared back, hand made feel of the products sent into Junior HQ for review, as well as a cheeky sense of humour, as demonstrated by the now cult classic Konges Slojd Babs bosom shaped teether. This store’s strong brand identity, fresh website with cool imagery and beautifully curated selection of Scandi goods really impressed.

I’ve been lusting after a lot of the products on this site!
Charlotte Kewley, Children’s Stylist
Beautifully presented sustainable interesting functional products for teeny ones.
Lisa Stickley, Artist, designer and children’s illustrator

WHERE: Otis & The Wolf


HIGHLY COMMENDED: Little Birdie Trading

A gorgeous, whimsical edit of magical gifts, toys and interiors with an emphasis on ethical and sustainable production. This Australian site that ships to the UK, received great praise from many of our judges and stood out in an extremely strong category. We felt this site was a must-visit for anyone looking for a really special gift with a conscience.