Leeds mum launches pop-up shop in John Lewis as baby fashion business booms

A baby fashion brand specialising in stylish black outfits is launching a pop-up shop in John Lewis Leeds.

Sunday, 20th June 2021, 4:45 pm

Little Black Outfit was launched by Laura Grayson in December last year, after she struggled to find simple black clothing for her one-year-old daughter Ariyah.

Laura, of Roundhay, works full time as an executive assistant while juggling her business after spotting a gap in the baby clothes market.

The brand specialises in simple, stylish black clothing for babies in sizes 0-24months.

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Laura's one-year-old daughter Ariyah, centre, modelling the Little Black Outfit collection
Laura's one-year-old daughter Ariyah, centre, modelling the Little Black Outfit collection

"I'm on my third collection already and the business is really growing," the 31-year-old told the Yorkshire Evening Post.

"When I had my daughter, I noticed the absence of black baby clothing. The choice was so limited.

"Every time I spoke to another parent about it they said they had the same problem - there was clearly a demand for it."

Laura will showcase her Little Black Outfit collection in a pop-up shop in John Lewis, Victoria Gate, from June 21-27.

The full collection will be available to purchase, as well as free goody bags with samples and a handful of discount vouchers from independent small businesses.

Laura added: "This is he first kind of opportunity I've had to kind of be face-to-face with customers.

"I'm really excited to let people see the work behind the brand."

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