NURSERYindustry Independent Retail Spotlight A delightful treasure-trove shop


As I have been brought up with properly measured and fitted footwear myself, and have always ensured my kids had the same, it was obvious to me that formal training in this field would be an essential part of the business. Little did I realise how much of a USP this would become in a day an age where off the shelf, self serve children’s shoes have become the norm! Through the Society of Shoe Fitters both myself and my then Footwear Manager, Emma Butler, undertook the full SSF course, whilst all our other staff (right down to the Saturday girls) had a full day’s in-store training from the SSF. We were then fully prepared to open our doors to little feet in October 2012!


At the same time that the new footwear department was taking shape in


Amanda Arkell and her daughter Hannah opened the doors to Belle Enfants in October 2011. Nursery Industry caught up with Amanda to find out how it all began...


When, why and how was Belle Enfants established? I am originally from a banking background, but over the years have been involved in many different projects from property development, to accountancy and boat building to name a few! However, the most fulfilling (and time consuming) ‘project’ to date has without doubt been my family! I have been happily married to Steve for 27 years and we have undertaken many of the above ventures together. We are blessed to have three truly lovely grown up children; Josh 22, Tom 19 and Hannah 18. The boys have both been very involved in our boat building business (Cobra Ribs), and Belle Enfants was conceived from wanting to give Hannah the same opportunities to learn about every aspect of business, albeit in a very different field! Belle Enfants originally opened as a boutique style


Children’s emporium – offering great design led clothing, toys, gifts and accessories sourced from all over the world and brought together in a family friendly environment. We wanted to provide a boutique shopping experience without the boutique price tags, thereby giving something for everyone; so as well as many well loved and new brands, we also introduced our Vintage range of selected pre-loved designer-wear – to date this is a feature in all our stores and is extremely popular! So in October 2011 we opened our doors to our Christchurch store, some 10 weeks after first discussing the idea! At first we provided for children from birth to 7 years, but through popular demand soon extended the upper age to 10 years.


How has it since evolved? It wasn’t long after the opening of our Christchurch shop that we launched our lovely website www.belleenfants.com – we still feel this is our second ‘shop’ and try to ensure that it reflects the friendly face of Belle Enfants in the same way that the High Street shops do – after all, even online we are still essentially a family run independent store! It was on a rare day off that whilst driving through Lymington, a perfectly placed empty shop front was spotted – we rang the agent there and then, and 6 weeks later Belle Enfants, Lymington opened its doors for the Easter weekend of 2012. Lymington has been a perfect placement for us, the eclectic High Street with many other independent boutiques and stores being a great pull as a destination shopping centre for local customers, whilst the pull of the Solent waters and links to the Isle of Wight bring in many tourists too. We hadn’t been open there long before we were regularly hearing the plea to include footwear in our repertoire of goods. We soon realised that Lymington was indeed a niche market for children’s footwear as there was very little competition locally. Wanting to make sure we got this important development right, plans were made to move the stock room and convert it to a dedicated shoe shop and fitting area.


Lymington, the owners of The Furlong Shopping Centre, Ringwood, approached us – they were interested to see if we would be keen to open a store in their centre as we were just the sort of shop they wanted there! In our usual way, we met, viewed the premises, struck a deal and were open – wait for it – two weeks later! So in November 2012 we opened our third High Street shop in Ringwood, this time with children’s shoes there from the off. Emma moved to manage this store, and Lauren Richards took over at Lymington along with starting her course with the SSF!


Sadly we said goodbye to our 'toe in the water' store in Christchurch in September 2013 as our original customers were all shopping in the new larger stores and because it was no longer big enough to hold our full range. This brings us up to date – two flagship stores, one website, two store managers, six full and part –time staff, three weekend girls plus Hannah and I! We have very little movement on staff as we are lucky enough to employ friends, friends of friends and family, which only adds to the family feel of the business.


What brands/products do you stock today? At the last count we have over 100 different brands sourced from all lover the world, so we really offer a huge variety and mix of different clothing, footwear, toys, jewellery, toiletries, books - the list goes on!


Our top selling brands tend to vary from season to season, but perennial favourites are Hatley, Frugi, Pediped, Hunter, Happy Horse & Ragtales. Oh and lets not forget our own Vintage range which continues to be extremely popular with just about everyone!


Describe your target market? We actively try to make the shop an inviting and friendly place for everyone - after all, one man's pound is just as good as another’s! Our relaxed, family friendly, boutique style shops seem to hit the right note with all types of shoppers across age ranges and differing demographic backgrounds.


How do you compete with the multiples? We don't! You can't compete with the big boys’ buying power and therefore prices - the key is to find a USP and stock that is different to that being offered everywhere else - customers like to have something a bit different and that, coupled with great personal, friendly service that can often be missing in the big chains will ensure they keep coming back! Winning Best New Retailer at the Nursery Industry Awards has been a real high point, a tremendous accolade for us and particularly our wonderful staff – after all – they are more often than not the first point of reference any customer experiences!


What's next for Belle Enfants? There's lots afoot at the moment! We are in the process of changing over to a full EPOS system in store as we speak - this big investment should pay back in dividends in time saving and efficiency!


Our website is about to be relaunched - we have listened to feedback and are making it more user friendly - easier to navigate and with some new surprises for our customers too - this should go live in April. We are also on the cusp of opening our first franchise shop in Surrey in time for Easter! So we are all very busy and very excited.


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