Nanos – Luxury Baby and Child Fashion on the Kurfürstendamm
It's easy for women to lose their composure in children's stores, and I'm no different. It happened most recently at the only German branch of Spanish label Nanos, a family company that has been around for a solid fifty years, expanding in the last decade to sixty international stores in ten different countries. The Kurfürsturdamm branch has been around for two years, but I've only just now crossed paths with it myself.
I run my fingers through floral fabrics and lace, my eyes lighting up at sunny yellow shorts, light blue striped shirts, and blue-white jumpers. I reach for precious creme-white christening gowns, the likes of which I've never seen before in Berlin, and marvel at charming dresses made of floral Liberty fabric, under which concealed "frog nappies" cover the diaper. The faux-flower crowns are so beautiful, I can hardly put them down.
Nanos has three collections: onesies, rompers, and christening gowns for up to six months, a baby collection for up to three years, and a kids collection for girls through sixteen and boys through twelve years. Alongside delightful play clothes, which easily go from festive outfit to a playful everyday look, and sporty pieces, a number of accessories including shoes, bags, hair accessories, and even waterproof diaper bags made of "Toile de Jouy" and other printed fabrics are available.
Everything is prepared carefully and with attention to detail. Blankets and pillows can even be personalised. There are wool foot muffs in a range of different patterns for the buggy and in the beach collection they even have some items for mum and dad. With a number of handpicked toys, the two owners, Spanish fashion marketing expert Amanda Gronow Benjumeda and German business strategist Antonia Schulte, have completed a well-rounded concept and given the lovingly arranged store the feel of a kid’s room.
The two young women met in Spain during their studies. Amanda had grown up with Nanos fashion, Antonia fell in love with the brand on the spot. The family business is currently run by ten siblings, with everything from design and production to marketing and sales passing through their hands. That level commitment is well worth it as even the Spanish queen Laetitia, the royal family of Monaco, and celebrities like the Beckhams swear by the brand's quality.
"Germany didn't have such beautiful children's fashion," Antonia explains wistfully, and thus it became of upmost importance to bring Nanos to Berlin, where the two also ship the collections across the country through their online shop. But I think it's even better to be able to physically hold the enchanting items, as my heart warms all over again at the sight of a tiny pair of knit shoes.