At first glance, Mama Kid appears no different to any other hip concept store in Central, with its funky blue and white logo, designer furnishings, artwork by Tokyo-based Tomio Nagai and mix of dark, edgy clothing and boho prints (think Dries Van Noten). Its clientele, however, isn't the usual mix of tai tais and hipsters. Instead, it caters to their chic offspring, from newborns to six-year-olds.
The boutique is one of many that have opened recently in Hong Kong, as the childrenswear market booms. The Asia-Pacific segment of the market generated revenues of US$55.3 billion last year, according to marketresearch.com. Since then, luxury brands such as Stella McCartney and Gucci have expanded their range for children, while local boutiques have sprung up hoping to cash in on the trend.
'There has been an explosion of smaller, independent boutiques offering unique items from all over the world. Hong Kong has more options now for children's clothing, with a good [range of prices],' says Levina Li Cadman, co-founder of yummymummyasia.com, a website for urban mums.
'Globally, sales of children's clothing are growing year on year, so obviously this will extend to Hong Kong. Parents increasingly see their children as a reflection of themselves, so in a fashion-conscious city like Hong Kong many parents have high disposable incomes and will make sure their kids are dressed well,' she says, citing brands such as Bonpoint, A for Apple and Ralph Lauren as her favourites.
That was the reason former marketing executive Valerie Chow founded Mama Kid, a store she describes as a 'Joyce [boutique] for children', with cutting-edge labels that encourage parents to dress their offspring in a more creative way. The store features accessories and fashion from designers across Asia and Europe, including Bang Bang Copenhagen, Dandy Star, Milk on the Rocks, Muchacha, Simple Kids, Undercover and Zorra. Most of these brands can be compared to edgy designer labels such as Comme des Garcons and Maison Martin Margiela - the only difference is that they cater exclusively to children.
'I felt that there was a lack of choice [in Hong Kong] when it came to designer apparel for children ... We were not interested in anything too 'baby' nor referencing any of the great kids' stores already out there in the market. We wanted something uniquely ours that could properly house the brands we carry. For me, it's about creativity, quality, integrity and being smartly dressed,' Chow says.