About Shop Up

About Shop Up

We’d love to take credit for the concept of our ShopUp events, but really it was our boutiques who asked for it, followed by demand from our readers.


Our shops and brands, many which operate solely online, wanted the opportunity to have a physical presence to sell their wares. They wanted to reach our loyal community of parents who appreciate quality and who support independent brands and businesses. They wanted to connect to their customers in person and have the chance to seek feedback on their products.


We also received numerous emails from readers asking us for shopping events where they could find a wide selection of stylish children’s brands and shops all under one roof. Not just a pop-up shop, but a pop-up emporium filled with beautiful brands and products you can’t find on the high street.


The seed was planted. And we helped it grow!


In 2013, we hosted our first ShopUp event in Primrose Hill, London, bringing together 25 independent boutiques. That first event was a success – not just for our shops and visitors, but also for us to meet our readers and witness the connections it brought to our online community.  


In 2015, following the success of two events in London, we hosted the ShopUp in Brooklyn, New York, and in 2016 we brought the ShopUp to Los Angeles. We now host annual events in all three cities at different points throughout the year.


In addition to unbeatable shopping and inspiration, we also bring in fun activities to keep the little ones happy, gourmet food and drinks to keep you fuelled, and the chance to win fun prizes in support of our designated charities. It is always a super fun family day out.


We hope to see you at the next one!

 xxx Courtney, Esther & Emilie




Check out this Little Explorer bundle from @lilbellies - a must have to every curious child who wants to connect with nature! Get one on April 23&24 at #TheShopUp in LA (and mums, don't miss their collection of enamelware and linen homewares - they're simply gorgeous)
1 day ago
Each blanket, swaddle and bandana bib from @elliefunday features four layers of super soft organic cotton muslin sewn together and is hand-embroidered with the sweetest design. We are thrilled that they will be part of our fabulous shopping selection at #TheShopUp in LA on April 24&24!
4 days ago
Always a big favourite at #TheShopUp: the twirling dresses from @aliceandames! So cute and stylish! We can't wait to see those little ballerinas smiling and dancing at #TheShopUp in LA on April 23&24
1 week ago
We're so happy and honoured to have the elegant, classic style pyjamas from @ilpigiamino at #TheShopUp in LA in April - because they will come all the way from Italy, yay! 🇮🇹
1 week ago
A book club that sends your child a box filled with the very best books, book-themed crafts and complimentary exciting activities - every month? Just amazing! @bearandbudbookclub will be at #TheShopUp in LA on April 23&24, come have a look at their wonderful boxes!
2 weeks ago
Join us at #TheShopUp in LA to shop the most fashionable, best quality shoe brands from Europe thanks to @munchkinetmoi! (obviously having a crush on those red T-bars right now️)
2 weeks ago
The stylish, non-toxic and colourful teething jewellery from @thejanuarymoon will be at #TheShopUp in LA on April 23&24 - beautiful and functional, a must have for all new mums!
2 weeks ago
Are you looking for beautiful dresses for a very special occasion? Make sure you join us at #TheShopUp in LA on April 23&24 - the stunning handmade dresses from @elizabethonjones, full of colour, of detail and of grace (and made in the most luxurious fabrics) are exactly what you need
2 weeks ago
We have a winner! Congratulations to @dabeeeenster who entered our London #TheShopUp survey last December and won a great family ski weekend thanks to our amazing sponsor @powderbyrne!️
2 weeks ago
Now that's the kind of traffic jam we like! @roseandrex always make sure that the toys they select are sustainably made and spark children's engagement. We can't wait to see the wonders they will bring at #TheShopUp in LA!
2 weeks ago