Eggs & Soldiers to open a bigger store in Times Square Centre


June 11, 2019 | By RetailME Bureau

Dubai-based, home-grown children’s brand Eggs & Soldiers is expanding into a larger space on the ground floor in Times Square Centre, which is set to open on August 1, 2019. The expansion follows the successful launch and performance of its first standalone store in Times Square Centre, offering ‘A More Natural Way’ approach to UAE parents and families.

The new store will span 4,000 sqft, sectioned into simple, themed shopping zones – including Sleep, Change, Travel, Feed, Play and Mum. The new store comes as a response to overwhelming feedback from customers looking for a wider selection of eco-aware product ranges to suit their family’s ever-changing needs – sourced, screened and accompanied by the expert guidance from Eggs & Soldiers.

“There are so many wonderful products, or variations of products we wanted to offer the Eggs & Soldiers customer, but we just didn’t have the room,” says Sofi Chabowski, founder/owner, Eggs & Soldiers. “With 10 times more space, the new store will include everything you need for your baby, toddler and older child – minus the electronics! Our age range now goes from birth to around 10 years old, which means there are a lot more toys and activities, with a focus on open-ended play, alongside products and gifts aimed at mums-to-be, parents and families in search of a more natural, less wasteful, lifestyle.”

Examples of established, well-researched and sustainability-driven brands on board for the new Eggs & Soldiers store are Grimms, Wishbone Design, Viga and Plan Toys, plus nursery accessories from Little Unicorn, Naturally Sheepskins and Olli Ella. These join Eggs & Soldiers’ long-term customer favourites such as cloth nappy brands Bambino Mio, BumGenius and Blueberry Diapers, baby carriers from Tula, Close Parent and Ergobaby, bedtime essentials from The Little Green Sheep, Snüz and Love To Dream and plastic-free feeding/bathing equipment from 4MyEarth, Eco Lunchbox, Haakaa, Hevea and Life Factory.

Eggs & Soldiers will continue to pioneer UAE-based businesses, with around 50% of its stock for the new location being sourced locally. The Makers Guild will provide a platform for the emirates’ crafters and artisans to share their wares, while family-run outdoor equipment company Boom Tree will demonstrate their passion for adventure play with a specially-commissioned climbing frame, for children to enjoy in store. Customers will also be able to purchase strollers, car seats and essentials from leading global brands including Stokke, Angelcare, Bugaboo, Britax, Maxi Cosi and Babyzen.

A unique feature of the new Eggs & Soldiers space will be its Community Room, where its expanding network of clients, friends and like-minded community partners will unite for events, workshops, demonstrations and classes – offering support, expert knowledge and honest advice on the endlessly evolving topics of parenting and eco-living.

“Education has always been at the core of Eggs & Soldiers,” explains Chabowski. “We regularly dissuade customers from buying the products they come in to purchase from us: explaining why they might not be the right choice for them, and providing enough information for them to make a more informed decision. This is exactly what the Community Room will develop, on a larger scale, and it’s something I am personally very excited to introduce to Dubai.”

In addition to the standalone store, Eggs & Soldiers also has an online store, offering delivery throughout the Middle East, and a gift registry.

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