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Meet Buyers From… Stores In Spain 
Earlier this week, we met Spanish brands on OrderWizz, so now let’s head back to meet buyers from stores in Spain! Whether coming to Playtime shows or shopping year round on OrderWizz, these retailers are a strong sector of our global community. While each has their own unique story, many of these stores in Spain have a strong dedication to ethically produced brands and an individual sense of style.
We spoke with some of the Spanish buyers in our community to learn about their stores, the Spanish kid’s market, and what they look for in the brands they include in their offer. Let’s explore some of the kid’s stores in Spain that are part of our community!
Founded nearly 20 years ago in a vibrant Madrid neighborhood, Alva for Kids is a colorful concept store that acts as a happy place for both kids and adults. Inspired by her niece and baby stores she’d discovered around Europe, the store’s founder, Eva, wanted to bring a joyful shopping experience to her city. “At that time, there were hardly any shops in the area. It was mostly known for music bars and trendy restaurants,” Eva told us.
Colorful, conscious, and welcoming, Alva for Kids welcomes families who care about where things come from, how they’re made, and with what materials. “They value sustainability, quality, and design, but also the human side. They want to see independent shops thriving in the center of their city,” Eva explained. In general, she’s observed that Spanish customers have become more open and curious in recent years. “Children’s fashion in Spain has been very conservative and traditional. There’s a growing appreciation for color, creativity, and comfortable everyday clothes that still feel special,” she continued.
When considering products to add to Alva for Kids, Eva looks for something that makes her smile. Then, she looks at the colors, design, and transparency from production to distribution. To discover new brands, Eva looks at Instagram, visits other shops while she travels, and attends trade shows like Playtime. “Playtime is my happy place,” Eva told us. “I attended the first edition back in 2007 (just a few months after opening my store), and I’ve tried to go every year since,” she said. “I think it is the perfect size and atmosphere, with a great mix of styles and proposals for every store, including colorful ones like mine!”
Shop brands like these at Alva for Kids: AO76, MP Denmark, Melton, Compañía Fantástica, Mini Rodini…
Run by mother and daughter Gloria and Inés, discover ,248! What Gloria started exclusively as a kid’s store has evolved into an adult’s store and now includes the colmado whose shelves are full of food, wines, and home goods. “The store is a colorful, eclectic mix of our favorite brands, canned goods, and ceramics all under one roof,” Inés told us.
While a variety of customers turn to ,248, they feel a particular connection to their longterm clothing customers who now come in search of home goods, too. “They value good quality products and beautiful designs. They seek items that will last for years,” Inés explained. She finds that Spanish customers are looking for subtle designs and neutral color palettes reminiscent of the Mediterranean. “Moms and dads want to buy items that add a touch of personality to their kids’ looks,” she continued.
Turning to the internet or trade shows in France and Italy for new brands, Gloria and Inés highly value quality and uniqueness, though price point is an important factor as well. “Playtime is where we buy the most special brands,” Inés told us. “They put together everything for stores to easily discover new things. We always find playful, beautiful small brands that are less well known, who we wouldn’t know if we didn’t go to Playtime,” she said.
Shop brands like: Morning Mess Therapy, Zadig & Voltaire, Claude & Co, The New Society, Bobo Choses, Arsène et les pipelettes, Liewood, Spring Court, Maan…
Founded by Carmina, Leopótamo is a cozy children’s shoe store specialized in barefoot footwear. “We offer shoes that respect the natural development of little feet,” said Carmina. Always with a beautiful, simple design, the shoes she chooses for her store are soft, flexible, and made from sustainable materials. “Our customers are families who care deeply about their children’s well-being and development,” Carmina told us. She said they value comfort, quality, and attractive, thoughtful designs that respect natural movement.
In general, Carmina observes that the barefoot concept is gradually becoming more recognized. “More parents are discovering its benefits for children’s well-being,” she said. “At Leopótamo, we’re seeing a growing variety of families who value sustainability, thoughtful design, and quality.”
The story behind the brand is the first thing Carmina considers when looking at new products. How they are made, the materials used, and an alignment with Leopótamo’s values are essential for her. She looks on social media, follows recommendations from barefoot and parenting communities, and attends trade shows like Playtime. “We’ve noticed that the number of barefoot brands is growing every year,” Carmina told us. “For a small store, it can often feel like you’re working alone. Playtime is an invaluable place to connect with other entrepreneurs, share experiences, and feel inspired. We always leave feeling energized and excited about the beautiful, well-designed products kids will love,” she concluded.
Find footwear brands like: Eli 1957, Froddo, Blundstone, Emu Australia, Bobux, Oldsoles, Camper, Igor, Novesta, Tip Toey Joey…
After moving to Ibiza from her native Italy, now mother of two Karis opened Titolandia three years ago to create a job that combines her passions for fashion, nature, and her children. “We only choose brands that are respectful of nature and our little ones,” she told us. Titolandia has a selection of sustainable clothing for ages 0 to 12 and wooden, natural-material toys. They have also opened a small second-hand corner within the store. “The boutique is designed to feel like a home,” Karis said. They even have a terrace where they host workshops and events.
Since Ibiza is a very international destination for both tourists and residents, Karis finds that their clientele is very diverse. “One thing they all have in common is they’re searching for quality and uniqueness in the variety of styles we offer,” she said. Karis finds that the Ibizan market is unique, even from that of Spain.
When considering new products, design, fit, and sustainability are top of mind for Karis. She prefers brands that produce in Europe, or who have solid certifications for their labor practices and environmental responsibility if they don’t. She visits the showrooms of brands she already stocks, consults Instagram, and visits Playtime to curate her selection. “A fundamental point for me is human connection, and that’s why I love going to Playtime,” Karis told us. “It’s the only way to meet the people behind the projects, especially for small brands which are my favorite,” she continued. Karis has come across emerging labels at Playtime that are truly inspiring, and it also offers her the opportunity to see and feel the products of brands she’s discovered on social media.
These brands are in Titolandia: Molo, Veja, The Campamento, Búho Barcelona, Sproet & Sprout…
Built around the philosophy of love at first sight, meet the multi-brand children’s store, Cocoliso Shop! Founded by Mireia, she told us she follows her heart when curating the selection in her store. “Every piece has to be a crush, something that makes us fall head over heels the moment we see it,” she explained. This store full of tiny fashion crushes caters to parents who view children’s clothing as a form of expression and creativity. “They appreciate quality over quantity and are drawn to pieces with character and personality that stand out from mainstream options,” Mireia told us of her typical customer.
She finds that the Spanish kid’s market is marked by parents who are very involved in how their children look and dress. “They view it as an extension of family and personal taste,” she explained. Mireia also notes that there is a strong variety according to the different regions of Spain. “For example, cities like Madrid tend to favor more traditional, polished, and classic styles. Meanwhile in Barcelona and the coast, a more casual and relaxed aesthetic is embraced,” she told us. What unites all the Spanish parents, though, is a strong focus on functionality and comfort. “While we love beautiful designs, Spanish customers are very practical – they want their children to be able to move, play, and live in their clothes,” Mireia said.
When deciding if she’ll include a brand in Cocoliso Shop, design is the first attribute she considers. She also looks for quality, authenticity, and a story that aligns with her store’s values. Mireia searches for new brands at trade shows, on social media, through recommendations, and personal exploration. “Playtime is basically crush, crush, and one more crush!” she told us. “I’m there every season and constantly stalking their marketplace, OrderWizz, because I know it’s where the magic happens,” she continued. Mireia especially loves the sense of connection with meeting the actual people behind the brands. “You’re connecting with designers who are as passionate about their work as we are about finding it,” she said.
Shop: Gingersnaps, Li & Me, Grech & Co, Cozmo, 1+ in the Family, Beans Barcelona, Jamie Kay, Konges Sløjd, Mrs. Ertha, Quincy Mae, Rylee + Cru, Snug, Sticky Lemon, Tinycottons…
From the beginning, Jo Mami Kids has been creating a different kind of space for children. Its owner, Ana, dreamed of making a unique store where families could find special, functional, stylish products for kids. Bringing brands that weren’t well known in Spain at the time to the market was another goal. “To discover these brands, I visited numerous international trade shows. Ever since, my favorite has always been Playtime Paris, which I still attend with great enthusiasm” she told us.
This September marked Jo Mami Kids’ 12th year in business, an outstanding achievement. Ana says her typical customer is a modern, conscious family that values design, quality, and durability. “They are looking for original items that express personality, yet are practical for everyday life,” Ana explained. She finds they’re drawn to products with sustainable backgrounds and meaningful stories. Ana finds these attributes apply to Spanish customers in general as well. “The children’s market in Spain is evolving rapidly. There is growing interest in discovering distinctive products that are innovative and reflect a more thoughtful philosophy,” Ana said.
Social media and constant contact with her customers help Ana discover brands and trends, as does visiting trade shows like Playtime. “For me, Playtime is an essential source of inspiration,” Ana told us. “I always know I will find fresh brands, innovative proposals, and an international community of professionals with whom to share experiences. What makes Playtime so valuable is that it combines the creative side with the professional, allowing us to grow, learn, and bring the best of the children’s universe to Jo Mami Kids,” she said. As she explores the aisles, she searches for authentic brands in line with Jo Mami Kids’ philosophy.
On their shelves, find brands like: Maileg, Tinycottons, Konges Sløjd, Liewood, Sticky Lemon, Bobo Choses…
Las Hadas del Callejon is the oldest multi-brand concept store in Madrid. With a distinct sense of style and a rich history, they curate a selection that is elevated, yet casual. Featuring noble materials and unique silhouettes, the styles they include in their store have a sense of relaxed luxury. Carefully chosen for kids ages 0 to 18, the range is playful and timeless with a modern sense of charm. Like many stores in Spain, Las Hadas del Callejon curates a blend of Spanish and international brands.
Within their store, you’ll find brands like: Cozmo, Liewood, Bobo Choses and many more…
Founded after the birth of her son, Suit Beibi is the passion project of its founder, Susana. As the literal face of the company (their totes have a picture of her as a child on them!), Susana started Suit Beibi when she couldn’t find stores in Spain that met her needs. “There were many children’s shops in Barcelona, but none like the one I imagined: magical, original, fun, and functional,” she told us. Today, Suit Beibi has three locations in Barcelona and has embraced the digital era with excitement, bringing Susana’s vision of childhood to customers everywhere.
“Our typical customers are families, especially moms searching for beautiful, unique products for their children,” Susana said. She finds that her customers are treasure hunters who are always in search of something original. As for the market in general, Susana finds that the shopping experience at stores in Spain and having products with a story are increasingly valued. “Families look for quality and design, but also closeness and a touch of magic that makes all the difference,” she explained.
When selecting new products for Suit Beibi, Susana finds that the first impression is what truly matters. “That’s where the little girl inside me speaks the loudest,” she told us. “A brand must spark joy and excitement”. For her, Playtime is all about inspiration and discovery. “It’s a hub of trends that connect with our magical vision and help us keep surprising the families who trust Suit Beibi,” she said.
These brands are there: Siena Hair Accessories, Quut, Little Dutch, Billy Loves Audrey, Lässig, Rockahula Kids, Izipizi, Olivio&Co…
Centered around soul, illusion, and heart, It Kids Shop offer the latest trends in children’s fashion up to age 14. Founded by Vanesa, she describes her store as style, comfort, and modernity. With a selection that ranges from shoes to outwear and everyday wear that can be dressed up or down, It Kids Shop has a complete range that is designed to meet their customers’ needs for every occasion. “My typical client is looking for different, original, quality looks that are also functional,” Vanesa told us.
When curating the offer in It Kids Store, Vanesa peruses Instagram and trade shows like Playtime to discover new trends. “Personally, I think Playtime is the best place to find brands and trends that I can also see and touch in person,” she told us. “I also find brands I don’t like! But this is a positive thing. You have to see everything to be sure you really like what you select,” Vanesa explained. When considering new brands to add to her offer, the quality and price are the most important things she considers.
Find these brands: Tocoto Vintage, Piupiuchick, Gosoaky, Veja, Mini Rodini, Sproet & Sprout, The Campamento…
A dream come true for its customers and the founder, Susana, Canela Concept Store launched in 2016 to provide a large dedicated space to children’s fashion and home goods for little ones, in addition to some fashion items for their mothers. “I am an ambitious person who give the best of herself day after day. This led me to create Canela Concept Store,” Susana explained. Describing her store as inspiring, magical, and close, Susana finds that her customers have a variety of tastes. “They’re in search of different clothing and personalized service,” she said. This is why she curates a careful selection of brands.
In general, Susana finds that Spanish customers are looking for high quality and elevated designs. She has observed they’re always on the lookout for the latest trends. As for where she seeks inspiration, social media and trade shows are her main resources. “Playtime allows me to find new brands that maintain the essence of Canela Concept Store,” Susana told us.
Shop these brands there: Eli 1957, Gosoaky, Konges Sløjd, 1+ in the Family, American Vintage, Veja, Búho Barcelona, Piupiuchick…
Dedicated to curating a unique selection of conscious fashion, lifestyle, and design products for children, discover Kidslabco! Founded by Pamela, Kidslabco is on a mission to offer families beautiful, timeless pieces from independent brands. Inspired by time spent living in Copenhagen, Pamela celebrates the Nordic way of life where design and lifestyle choices organically coexist with sustainability and well-being. “Kidslabco was born from the desire to share this vision,” Pamela told us. “There wasn’t a lot of curated, conscious stores for children and families in Spain at the time, so I wanted to create one where families can discover beautiful, mindful products that reflect a more intentional way of living,” she continued.
Pamela has observed her typical customer is a parent or caregiver who values design and purpose. “They’re looking for high quality, ethically made products that tell a story. Sustainability, craftsmanship, and unique aesthetics are key,” she explained. She finds that Spanish customers in general value craftsmanship, heritage, and design, especially for children’s products. “Parents love dressing their kids well. They’re increasingly interested in supporting independent, sustainable brands,” Pamela told us.
Making sure that designs feel fresh, thoughtful, and aligned with Kidslabco’s aesthetic are key when Pamela considers adding a new product to her store. She finds new brands through social media and trade shows like many stores in Spain, but also through personal travel. “Exploring different cultures allows me to connect with local creators and find hidden treasures around the world,” Pamela said. Playtime is one of her team’s favorite spaces for discovering what’s next in the kid’s universe. “It’s where we can find both emerging talents and our trusted favorite brands, all in one place,” Pamela summarized.
Brands in their store: Arsène et les pipelettes, American Vintage, Búho Barcelona, Rylee + Cru, Cam Cam Copenhagen, Maileg…
Magic Stories by AMZ is a little corner of love where the founder, Ane Miren Zalbidegoitia, brings her love for magic and good taste to the kid’s market in Spain. “I’m always grateful when my clients come to visit me,” Ane Miren told us. Her clients are looking for something special, responsible, local, and made with love when they come to Magic Stories by AMZ. “We never stop searching for the best and most unique brands on the market,” Ane Miren said. She cultivates a mix of classic and contemporary with irresistible fashion, the best gifts, costumes, and accessories. Ane Miren feels very grateful that her customers value local, small-scale businesses like hers. She loves being a trusted destination where they know they can find service with a personal touch and a carefully curated selection of products.
International press like MilK Magazine, social media, recommendations, and trade shows like Playtime are Ane Miren’s leading resources for finding new brands. She is always on the lookout for authentic designs made with quality materials and a sense of purpose. “Playtime always surprises with creativity, brands full of personality, and sustainable proposals,” Ane Miren told us. “It’s a space to get inspired, discover, and connect with projects that truly make a difference,” she continued.
These brands are in her store: We Are Gommu, Liewood, Arsène et les pipelettes, Piupiuchick, Gosoaky, American Vintage…
We love virtually visiting stores from our community and learning more about what makes them and their market’s unique! Thank you to all these stores in Spain for sharing insights about their typical customers and what they look for in the brands they add to their store.
Starting November 12, fellow buyers will be able to get their pass to join buyers like these one’s from kid’s stores in Spain at the winter editions of Playtime Paris and Playtime New York. Set your alarms to pre-register from then on to attend the key business events of the season!
