Who We Are

Junior Edition is a family owned children's concept store in Brighton, UK, established in 2015. We focus on small-batch design and ethical production, stocking a curated selection of beautiful heirloom brands and products for babies and children from 0-13 - from clothing, shoes and accessories to design-led toys, books, gifts, stationery and crafts. Taking inspiration from the worlds of fashion, art and design, we are committed to offering our customers new and exciting products, and providing something a little bit different to other retailers. In 2020 we extended our selection to include womenswear and lifestyle products for the whole family. 

Visit our store

In 2017 we opened our bricks and mortar store in Kensington Gardens in central Brighton, UK.  We are open 7 days a week - come and say hello!

Customer Service

We aim to offer our customers an unrivalled level of service online.  

We love to hear from our customers - email us at hello@junioredition.com if you need help with anything at all!  We always respond within 1 working day.


Our aim is to provide you with well-designed, high quality products that kids will have fun wearing and adults will enjoy buying.  All our products offer excellent value for money in terms of quality and longevity.  We also want to provide you with something new and exciting, and have sourced new designers and brands from around the world, some of them exclusive to us in the UK, as well as offering the very best pieces from your favourite brands.

Our ranges aren't separated into boys and girls, as most of our items can be worn or used by either, we prefer to focus on beautiful design, quality materials and ethical production.

We focus on building outfits, providing coordinating pieces, and finishing touches, so you don't have to shop around for ages trying desperately to find something to go with that top you just bought.  Don't forget to check out our accessories here.

We only have small quantities of each style; once it's gone, it's gone!  We hope this will make our styles special to our customers and more individual to the kids that wear them.

Ethical Values

Since its very inception, shortly after the birth of our first child, Junior Edition has strived to not define its catalogue of products by gender. As parents ourselves, we soon realised that we do not have agency over the stereotypes that are still so deeply ingrained in society. But, what we can and have done within our own business, is to ensure those stereotypes are not perpetuated and certainly not for profit which feels wholly unethical.

Since then, as the business grew we became increasingly more aware of the impact our industry has on the environment and the living conditions of the people that produce it. We asked ourselves ‘what would the legacy of Junior Edition be leaving behind for our children to inherit?’ As our business has grown so too has our awareness of the impact our industry has on both the environment and the people working so hard at source to produce all that we consume. It made us question the legacy of Junior Edition, what our footprint would be and how we could positively influence the future based on our decision making now.

We are committed to our mission, which is to evolve into a fully sustainable business that our children will be proud of. Our choices are always carefully considered, working with brands that are, in some cases, world leaders in sustainability and other like ourselves, that continue to strive to be better and pursue that ultimate goal.

It is important to us to work with brands that are transparent about their production practices and we fully support and encourage small, independent manufacturers to work together with us to build a sustainable future.

Further information on the steps we have taken to build a more sustainable future here.

Brand Design

Our logo and characters are designed by Geneviève Gauckler, a French artist, illustrator and art director who is best known for her ever-evolving procession of lovable characters and technicolour digital mashes.  

You can see more of Geneviève's wonderful work here.