The Phoenix Store has launched a new retail store aimed at catering to the needs of children of all ages.

Phoenix Kidz will be based in a 6,500-square-foot space at the Phoenix Centre in Reid Street and the company claims it is “the Island’s most comprehensive and dedicated children’s store”.

“The concept for Phoenix Kidz materialised soon after the launch of our former baby store, when we noticed a significant demand in the local market for nursery decor, baby furniture, children’s clothing, and maternity merchandise,” said George Grundmuller, president and CEO of The Phoenix Stores Ltd.

“After conducting a consumer needs analysis, we reassessed our business strategies and explored avenues that would help us fulfil the need in the local children’s market.

“Armed with new information, we expanded our retail floor space and product categories to include a wide-selection of merchandise that was not offered in the local market — hence, the introduction of Phoenix Kidz.”

The new store carries a wide selection of products for newborns and babies including cribs and furniture, nursery decor, car seats, strollers, developmental toys, feeding essentials, and health and baby care products. The store also carries maternity wear, beauty care and a baby registry.

“Our goal with the new store is to make life easier for parents, more enriching for children, and more enjoyable for the whole entire family,” said Phoenix Kidz manager Jacquelyn Napier. “We try to provide babies, children, and their parents with the very best product offerings available. Our buyers search the world over for innovative, hard-to-find, high-quality merchandise, and then rigorously evaluate them for performance and value. We want our customers to keep coming back, as their children grow.”

A grand opening celebration is planned for Saturday, April 28, from 10 a.m. to 2 p.m. at the Phoenix Centre.