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




Crafting is a serious business at #TheShopUp ! This was last April, in LA - cool activities for kids while mums and dads were enjoying the shops! #theshopupLA
7 hours ago
A gorgeous pile of colourful fabrics from @aceandjig sample sale last November at #TheShopUp in LA! #theshopupla #formumstoo
4 days ago
Spotted at #TheShopUp in NY last month: this gorgeous hand knitted cape on @agiftedbaby booth! Stay tuned for our next events to shop the most stylish clothing for little ones #TheShopUpNY
1 week ago
Never mind that the Holiday season is over! These ballerina skirts with embroidered sequins from @velveteenclothing (spotted at #TheShopUp in NY last month!) are perfect for every single day @laurenkallen
2 weeks ago
Sweet memories from #TheShopUp in London a few weeks ago! Mince pies are the best don't you think? @nadinebrandtphotography @parentvilleparties #theshopuplondon
2 weeks ago
Cosy and chunky, the knits from @lululuvsbklyn are exactly the kind we love! Another lovely boutique from our #TheShopUp event in New York a couple of weeks ago🇺🇸 #theshopupNY
3 weeks ago
Hello cutie, I see you!️ Another beautiful photo from our latest #TheShopUp event in New York ( @laurenkallen) #theshopupNY
3 weeks ago
We love when small, independent and local boutiques shine at #TheShopUp ! Like @nattinattinyc and their beautiful bedding and blankets: did you know that Shannon and Eric design and make their whole collection in small batches in Brooklyn?️ #TheShopUpNY #babyccinoboutiques @laurenkallen
4 weeks ago
Do you know @londons_little_thinkers? An online resource which aims to promote an educational, engaging and fun London life for children - perfect to find the best ideas of what to do this holiday! Especially that LLT was set up by Rebecca, a primary school teacher who knows the kind of activities your inquisitive Little Thinkers like. LLT allows parents/carers to simply access a range of educational, up to date and worthwhile opportunities for their Little Thinkers. So if you are ever stuck for things to do with your little one, head to LLT!
1 month ago
It's up! The recap of our Holiday ShopUp in New York is on the blog! Featuring all the highlights of the event and tons of gorgeous photos from @laurenkallen. Link in profile!🇺🇸 #TheShopUp #theshopupNY
1 month ago
Our beautiful new book, '9 months: A month by month guide to pregnancy' for the family to share, is AVAILABLE NOW! You can order it here: UK: http://amzn.to/2n6eCT7 / US: http://amzn.to/2nVWOZo / AUS: http://bit.ly/2nDYggy
8 months ago
Check out our new book! 9 months: A month by month guide to pregnancy for the family to share. PRE-ORDER YOUR COPY HERE: UK: http://amzn.to/2n6eCT7 / US: http://amzn.to/2nVWOZo / AUS: http://bit.ly/2nDYggy
9 months ago
Check out the cool vibes of our Shop Up event in London in December!
9 months ago
Our 2nd live shopping event in Brooklyn was amazing! Great shopping, delicious treats, tons of kids activities and a super cool family photo booth!
1 year ago
Esther shows us her recipe for delicious mint syrup.
1 year ago
Our live shopping event in London at Chelsea Old Town Hall in 2015 was a big success and so much fun.
1 year ago
Here we show you how to harvest rhubarb from the garden, and make it into a delicious compote. If you make oatmeal at the same time, you have made a delicious and nutritious breakfast that your family will love! (Ours do!)
1 year ago
This gym bag is such a fun and easy project, also for beginners this is a nice sewing project. Esther, Emilie and the kids had so much fun going to the market choosing all the supplies. The fabrics from Little Cube are the cutest!
1 year ago
Our first live shopping event in Brooklyn was a great success. We loved seeing the best boutiques under one roof, combined with great food and fun activities...and some dancing! Hope to see everyone this year again on September 18th & 19th at 501 Union, 501 Union Street in Brooklyn.
1 year ago
Hi guys! Here Bethie and I are showing you how to prepare a super easy dish that your family will love -- a video we bring to you in cooperation with Abel & Cole, deliverer of fabulous food boxes filled to the brim with organic freshness! Here's the list of ingredients: a royal 1 tbsp of olive oil 1 butternut squash 1 red onion 2 red peppers 2 garlic cloves 4 vine tomatoes 150g quinoa sea salt & freshly ground pepper 300 ml vegetable stock 2 tbsp red wine vinegar 25g raisins 80g black olives And for the garnish: a handful of chervil feta (optional) Directions: Peel your butternut squash. Cut in half and scoop out the seeds. Chop the flesh into 1cm chunks. Peel and cut the onion into thick slices. Cut the pepper in half and scoop out the seeds and white pith. Chop into bitesized pieces. Peel and thinly slice the garlic. Roughly chop the tomatoes. Rinse the quinoa under cold water to remove any bitterness. Heat 1 tbsp olive oil in a large heavy based pan. Tip in all the veg and quinoa. Pour in the veg stock and the red wine vinegar. Add the raisins and the olives. Season with salt and pepper. Pop on a lid and cook for 30-40 mins until the squash is soft and the sauce thick. Stir every now and then during cooking. Scatter over the chervil (or flat leaf parsley leaves) and serve in warm bowls. Top with crumbled feta if you like! A super colourful, super easy and super delicious dish for taste buds of all ages! Bon appétit!
2 years ago