News: Booming baby business expands with shop at North Staffordshire shopping centre [4/7/2023]

The determined couple, of Alsager, decided to expand, and in May joined Affinity Staffordshire's pop-up shop scheme. Now the store will be a permanent fixture in the unit with the couple aiming to hire more staff and include other brands.

The 34-year-olds had been inspired to start From The Stork following the birth of their daughter, Aubrey, who is now two. The first store was launched as they found they could only find the sort of clothes and personalised items they wanted online.

Now they have two stores - one at Trentham and the recently launched Affinity branch. Andy said they wanted to run a pop-up first to see how shoppers at Affinity took to the concept.

He said: "People have reacted well. Existing customers have said it's needed a shop like this up here.

"We are now looking to employ more staff. It's been me, my wife and my niece running the Affinity shop with the support of our Trentham staff.

"We want to employ four more people. We are also looking to increase the range that we offer.

[Inside Affinity Staffordshire]

"We want to expand on our brands. We want to offer more products from the brands that we have.

"We're going to have more clothes brands and we're looking to get Crocs shoes for babies and juniors. There will also be a larger junior range, with more stuff for young children.

"We have to give it our all and we're looking forward to it."