In Pictures: Roarsome opens first-ever store in London

Following several pop-up experiences, including its most recent at Battersea Power Station, childrenswear brand Roarsome has laid down permanent roots for the first time with a 700 sq ft store at 110 Northcote Road in South West London.

Located between Wandsworth Common and Clapham Common - in the heart of an area known as ‘Nappy Valley’ - the new store is set to be a "must-visit destination for young families".

Alongside being a showcase for its collection of outdoor, character-themed children's apparel, footwear and accessories, co-founders Ed Lewis-Pratt and Will Chapman will offer personal shopping experiences for parents looking for guidance on kitting out their children for family holidays and outdoor adventures.

Lewis-Pratt said: "Will and I are born and bred Londoners, who grew up not far from Northcote Road. When we started the business, we always dreamt about opening a store on this road.

"It’s a location that is popular with families for its boutique stores, cafes and brilliant dining locations, so we knew we had to create something that really captured the community’s imagination - something more than just a clothing shop."

In a bid to become a community hub for young families, the Roarsome store will also feature ‘The Tuck Shop’ - an in-house area offering special treats alongside coffee and ‘babyccinos’.

It will be complemented by outdoor seating on the street and a 500 sq ft courtyard at the back of the store, scheduled to open in spring 2024. The Tuck Shop will also sell exclusive Roarsome branded mugs, water bottles and backpacks.

As well as selling clothing, sweets and coffee, the store will house an immersive nature-themed play space that celebrates the great outdoors. Much like a theatre set, the dedicated room will feature a stylised 3D environment which doubles up as a mini photo studio. The room will be updated every season to create a one-of-a-kind space "where children can let their imaginations run wild", while providing content creation opportunities for parents.

Chapman commented: "We get so many customers asking if their kids can be part of our epic photo shoots, and now they can be!"

The new store is the only place fans of the brand will be able shop the entire Roarsome collection in person, with products organised by collection, character, colour and size - with the goal of simplifying the shopping experience for parents and children.

There’s also a click-and-collect service, which will allow customers to shop online before collecting on their chosen day.

The store design were masterminded by Chapman and Lewis-Pratt, alongside creative children’s clothing specialist Victoria Tang, who recently joined the Roarsome team from popular kids marketplace Kindly, as its new Master of Crafts and Head of Product.

Chapman added: "We’ve partnered with an incredible team to bring our vision to life, while also ensuring that the store embodies our values as a business. We’ve used Re:Felt wall panels made from recycled plastic bottles, reclaimed pallet wood from Shred & Butta, and water based, trace VOC paint from Farrow & Ball.

"We’re also excited to be collaborating with the brilliant Colours of Arley to create our own, custom designed, recycled textiles that customers will be able to order themselves."

Roarsome was established in 2018 and caters for boys and girls aged 1-10 years old.