Iconic Swedish children's wear brand to open in Royal Tunbridge Wells on Friday

Polarn O.Pyret the iconic Swedish baby and children's

wear brand is to open on 1 March 2013 at 64 High Street, Royal

Tunbridge Wells.  The new store will take

the total number of shops in the UK to 16.

The

Company expects their baby and children's wear to surprise and delight new

customers as the clothes are smart, functional, bright, playful and

durable.  The range is also more than 30%

organic.

A

play area has been incorporated into the shop to keep little ones entertained

and will include large ride on Brio toys, building

blocks and a chalk board wall.

Polarn

O. Pyret, more fondly known as PO.P, means "buddy and the little one" in Swedish.  The brand is a national treasure in Sweden,

where parents love the label's signature stripes, practical design, and

unmatched quality. The PO.P range covers clothing and outerwear for playful

boys and girls aged from 0 to 12.

The

brand has an instantly recognizable striped core range that is sold throughout

the year along with pure white classics for newborns. The Stockholm-based

design team extend the colourful seasonal collections every six to eight weeks.

Managing

director, Mats Nilsson, comments: "PO.P's

philosophy is to let children be children so quality, design and function are

paramount.  We believe that parents and

children can't fail to fall in love with PO.P and as a very proud Swede I am

delighted to be bringing the brand to Royal Tunbridge Wells."

The

brand's ambition is to make the best children's clothes in the world, and after

35 years they are confident that the well-considered design and functionality

of all Polarn O. Pyret garments is testimony to that ambition.

Most

of the clothes are unisex using colours and patterns that can be handed down

easily.

Quality

and function are the design cornerstones and every detail on the garments has

been well-considered, tried and tested.

PO.P

aims to make life easier for parents. Light flexible jackets that keep children

active and warm - not too hot! Adjustable waists on trousers and leggings,

cuffs that roll down for growing room, clothes that wash well and last for the

next child. These are just some of the details that make a difference.

In

addition to visiting the new shop in the High Street clothes are available to

purchase online at www.polarnopyret.co.uk