We Like(d)
Meet Buyers From… More Than Stores 
As it’s become more challenging to vie for consumer’s attention (and their wallets!), businesses have begun to offer other services or experiences within one space to draw customers in and keep them there. From coffee shops on site to hosting workshops and birthday parties, or spaces that combine a salon and a small selection of products for purchase, innovative companies are offering something more than stores. In this way, they are also helping to meet contemporary family’s needs by providing more than stores, giving them a space for community as well.
To highlight this phenomenon and explore the different ways businesses are combining concepts to cater to their customers, let us introduce you to some of the buyers in our community who have something more than stores. Whether coming to Playtime Paris, Playtime New York, or shopping year round on OrderWizz, these buyers have unique perspectives and innovative concepts that are sure to inspire you!
Co-founded by husband and wife Wai and Alli, Wild Child Gym is a premium childhood studio offering programming that grows with each child. The thoughtfully-designed environment at Wild Child nurtures physical, cognitive, social, and emotional development, with every aspect and item in their gift shop being selected with intention. Located in Hawaii, United States, Wild Child effortlessly blends a love of nature and wellbeing.
“Rooted in Aloha, Wild Child blends purposeful play with a deep respect for community, nature, and individual growth,” Alli explained. They offer daily classes for ages 3 months to eight years, birthday parties, and camps in addition to their curated gift shop. “We set out to create a space that celebrates connection, wonder, and play,” Alli told us. She explained that when she and Wai became parents, they saw a gap in the market for a design-forward children’s studio. “Every detail – from our curriculum to the space – is intentional. This way, families feel inspired, supported, and connected the moment they walk in,” Alli said.
Knowing that families today are busy and balancing so much, they want Wild Child to be a trusted, consistent part of their lives. “It’s an inclusive space where children grow through purposeful play and parents find connection and support,” Alli continued. Families can find support at every stage, from baby classes to preschool prep and birthday parties.
Alli observes that most families come in for classes and often end up browsing their shop. “Everything we carry reflects our philosophy and aesthetic. This makes the shop a natural extension of the experience,” Alli explained. Community is at the heart of Wild Child. In addition to their programs, they work with local schools, complementary brands, and organizations to create shared experiences. She and Wai have a firm belief in connection over competition. “Building up our community strengthens everyone,” Alli said.
Alli and Wai are always in search of products that are unique, parent-tested, and not overrepresented in other local shops. “We want items that feel special, small-batch, and thoughtfully made,” she explained. From gifts and toys to books and learning tools, they focus on timeless pieces that are developmentally appropriate and inspire play, creativity, and growth. Alli finds that parents today are looking for thoughtfully designed, well-crafted products that spark joy and creativity. Supporting physical, social, cognitive, and emotional development are also essential.
Three and a half years ago, Schoffies & Coffees opened in store and online to give families a more pleasant way to shop together. The store’s founder, Cindy, had moved from Amsterdam to a suburb. She found herself missing the ‘city vibe’ of cafes and shopping there. So, she got the idea to do something about this, especially after noticing that other people with kids had left the city for the suburbs as well, and probably missed the same things she did about it.
As the name suggests, Schoffies & Coffees has a cafe as well as kid’s products for sale. “The coffee bar is an additional element in the store,” Cindy told us. “What we see is that children love coming in because they can play, drink a babyccino, and decorate a cupcake,” she said. “This allows the parents to browse at their leisure and pick out the nicest outfits.” In this way, Cindy has created a relaxed, pleasant atmosphere the whole family can enjoy.
Cindy has observed that their coffee customers are the same as those who come in for the store. These regular shoppers will come in for a coffee and often end up being tempted by the great items in the shop. “We are able to attract customers to the store every day, because coffee is an everyday necessity while clothing is not,” Cindy explained. With a baby changing area, foot measuring service, and a play corner, families can spend all day at Schoffies & Coffees!
Cindy finds that there is always a great vibe in the store. She attributes this to the store’s organized, peaceful interior, as well as the service and expertise of her team. With a blend of clothing, toys, books, shoes, and accessories, Schoffies & Coffees has all the essential categories for contemporary families. Though Cindy would like to see more immersive, experience driven brands in the kid’s industry. She is always on the lookout for more brands like this at trade shows like Playtime. Cindy loves connecting with the people behind the brands she already works with there, too.
The connections with her customers, the hospitality and service Cindy and her team offer is the most important aspect for her at Schoffies & Coffees. “To be honest, the brands we sell can be found everywhere. This is not how we distinguish ourselves, nor do we have any control over it. What we do control is how we buy, give advice, provide service, and what the overall experience will be,” Cindy said.
Yellow Submarine is a kid’s salon in New York City that also has products for purchase. After a difficult experience with her own daughter’s first haircut, Elif decided to create a space where families could enjoy a thoughtful approach to the salon experience. From the use of natural products to its sensory-friendly design and considered curation of products for sale, every aspect of Yellow Submarine was intentionally chosen to make children feel safe and parents feel supported. “Our mission is to nurture children’s confidence and well-being through gentle care, thoughtful design, and mindful products that support families in their everyday lives,” Elif told us. Already owning a beauty salon dedicated to non-toxic nail care, this salon was a natural continuation of Elif’s business philosophy.
With a small shoppable selection that includes their line of kids’ hair care products, bath toys, and accessories, Yellow Submarine helps families maintain consistent, nurturing self-care routines long after they visit Yellow Submarine. “Each item we bring into our space reflects our values of creativity, quality, and connection,” Elif said. She continued that every product is chosen with intention to help make bath time fun, meaningful, and confidence-building.
When asked why Yellow Submarine carries products for purchase in addition to their salon experience, Elif explained that it was to accompany families not just through a service, but through a lifestyle. “Modern families are constantly seeking balance,” she said. “By combining a trusted salon experience with easy-to-use, natural products, we provide the tools and guidance to make everyday care simple and enjoyable.”
Elif finds that most customers come to Yellow Submarine for a haircut, then will often leave with a little treat for their children or some of their haircare products that they enjoyed. “Many spot something they love as soon as they walk in and chat about it during their visit,” she explained. She finds that shopping happens naturally at Yellow Submarine, acting as a complement to the salon experience. Elif has also observed some customers come in between visits for a new pair of sunglasses or a cute headband.
Elif loves the sense of community that is at the core of Yellow Submarine. She looks for products that align with her values of natural, sensory-friendly materials and beautiful design. Elif is always in search of more inclusive, eco-conscious, design-driven options in the children’s care and lifestyle sector. “I’m looking for items that reflect both quality and emotional intelligence,” she said.
Elif and her team are looking forward to attending Playtime New York again this winter, where they love connecting with brands. “Playtime consistently brings together creative, conscious brands and people who genuinely care about childhood. It’s a place where innovation and kindness meet. Playtime is a celebration of design, community, and the magic of growing up,” she told us.
Founder Natalia set out to create a place for families to find and build their village through Museum of Mini. Having just opened this September in Madrid, it features a curated selection of clothing, toys, books, and decor in addition to creative workshops, a playroom, and birthday experiences. “The idea is to create a space that feels both magical and calm. It’s a place where families can slow down, explore, and connect,” Natalia told us. Museum of Mini was born from a desire to offer everything she was looking for as a mother herself. “I was looking for a place that felt inspiring for children but also beautiful and grounding for adults,” she said. Each aspect of Museum of Mini is connected by Natalia’s vision of celebrating childhood in a thoughtful way.
Natalia finds that modern families crave experiences that are enriching and beautifully paced. Through its offerings, Museum of Mini is able to adapt to their individual rhythms. A morning of play, a creative afternoon, or a birthday surrounded by friends can be found there. “Creating community is our biggest goal,” Natalia said. She sees the playroom as the heart of the space. “It invites children to explore freely and feel at home. At the same time, parents can linger, browse, and connect,” she continued.
Natalia finds that whether customers come in for shopping or for workshops, it’s all very organic. “We want to be part of their everyday rituals,” she told us. The workshops they host are guided by curiosity and craft. Whether painting, nature, movement, or storytelling, they are simple, hands-on, and designed to spark joy and imagination. Every choice, from the products to the workshops to the activities, is made with intention.
When buying, Natalia looks for timeless, beautiful pieces that tell a story. She thinks there’s room for more design-led play objects in the kid’s industry. She would like to see more items that combine aesthetics and function. “I’m looking for items that can live in family spaces without feeling out of place,” she explained. She finds Playtime a great resource for inspiration and connection. “It’s a place to discover and reconnect with brands that share our values,” Natalia said. She also uses OrderWizz, seeing it as efficient and inspiring. “It makes the process of discovering and ordering feel easy and well-curated, which is invaluable when managing a small independent store,” Natalia said.
What started as a kitchen-table idea when the founder, Lucy, was on maternity leave, has come to life in a modern concept store and café in Yorkshire, Acorn & Pip. “I wanted to create a space that brought together everything I was looking for as a new parent,” Lucy told us. Beautiful, sustainable products, a welcoming environment, and a sense of belonging are what she was looking for, and what she offers through Acorn & Pip. “The store, cafe, and community space grew naturally from that,” she continued. “All of it is designed to make parents and children feel seen, supported, and inspired.”
Lucy feels that the cafe is at the center of Acorn & Pip. “It’s where conversations happen, friendships are formed, and ideas are shared,” Lucy said. The cafe completes the experience, with a menu that is simple, seasonal, and local. Knowing that modern family life can feel rushed and disconnected, Acorn & Pip is meant to be an antidote to that. Through their workshops, events, and everyday moments, families are able to slow down and connect. She finds that her clients coming in for the cafe often leave with their child’s new favorite book or shoes, and vice versa. “The space is designed so that one naturally flows into the other,” Lucy explained. Shopping, eating, and connecting are all part of the same experience.
In addition to their cafe, Acorn & Pip hosts free family events, seasonal workshops, and collaborations with local makers. They’ve also started a nonprofit dedicated to delivering funded projects for local families. These projects range from newborn nurture groups to teen hospitality workshops. “Supporting parents and children beyond the transactional is the reason we exist,” Lucy said.
On their shelves, customers can explore quality children’s footwear, imaginative toys, timeless clothing, and beautifully illustrated books. Brands with strong stories and a clear purpose are always high on Lucy’s list. She’d like to see more multi-age products that grow with children. She finds that platforms like OrderWizz are what make small businesses like hers accessible and efficient. “Anything that helps us discover new brands, streamline ordering, and build genuine relationships with suppliers is a huge asset,” Lucy told us.
Everything revolves around connection at Play Café! A blend of warm café culture in France and relaxed, inclusive soft play concepts loved by the founder when she was living in the UK, it offers a place for play, good coffee, and plenty of laughter. “Play Café was born from a feeling I knew all parents shared: the wish for somewhere easy, kind, and inspiring to spend time together,” Caroline, Play Café’s founder, explained. As her customers continued to ask where they could find the toys their kids played with there, Play Café grew to include a selection of products for purchase as well. “Every object tells a story and carries a little piece of the Play Café spirit home,” Caroline said.
Caroline has observed that some families come in for a break and end up leaving with a gift, while others come in to purchase something and stay for pancakes. She finds the spontaneity of why they come in and what makes them stay as magical as childhood itself. It’s exactly what she wanted to create with Play Café. “Modern families juggle a thousand things,” she explained. “Play Café invites them to slow down for a moment. Whether it’s to share a cozy coffee, a laughter-filled birthday, or a shared discovery, we’re here to remind parents connection matters more than perfection,” Caroline continued.
In terms of products, Caroline is drawn to brands that blend creativity, ethics, and soul. “Whether toys, decor, or small accessories, I look for pieces that are timeless and beautifully made. Items that spark joy without shouting,” she told us. She would love to find more toys that invite imagination. Open-ended playthings that grow with children and encourage creativity are what she’s always on the lookout for.
“Play Café was built for families by someone who’s lived the same daily chaos and joy,” Caroline said. “From the toys to the menu, everything is chosen with care so children can play safely and parents can simply breathe,” she concluded.
Run by a mother and son, Nonki Store has shopping, a cafe, and a play area. When Cristina and Lucas were in search of a change in their career paths, they decided to create their own store to fill a niche for a complete place for families in London. “We had a desire to create a space where a community of like-minded parents could gather,” Lucas told us. He explained their vision is largely based on his and his mother’s shared love for Japanese and Scandinavian aesthetics. “We designed and built everything ourselves, which made it extra special for us,” Lucas continued.
It was essential for Cristina and Lucas to include the play area when creating Nonki Store. “The play area was a way to emphasize that we truly wanted to build a community and not just a place to stop in and buy something,” Lucas explained. In the play area, little ones can enjoy books, dress up costumes, and toys that encourage creativity. He said it’s also been a great way for them to highlight sustainable practices. They often upcycle toys to include in the play area. As for their events, these offer a way to further connect with their community and highlight local businesses they work with.
Lucas and Cristina find that the two ends of the shop support each other. When families come in, kids will go play while parents browse. They also offer services like a baby scale, so their customers don’t have to buy one for the short time it’s needed. “We often engage with our customers on more personal levels,” Lucas said. As the store heads towards its third year, they’ve seen repeat customers for birthday parties. This allows them to see how local families are growing. “We love having long chats with anyone who comes in,” Lucas told us. He shared they’ve also had a community board since the beginning, encouraging people to advertise other local business and activities.
Handmade and sustainable products are at the core of Nonki Store’s selection. Cristina makes beautiful items they sell, and they’re dedicated to leading by example to encourage others to do their best in terms of sustainable practices. “We always hold other brands to the same standards as our own products,” Lucas explained. “We look for others that prioritize quality and sustainability,” he continued. Lucas and Cristina find there’s still plenty of room in the market for more brands offering open-ended toys.
A drug store that also sells luxury children’s clothes and gifts? Sign us up! Darby’s Village Pharmacy was opened by a husband and wife who met in pharmacy school. 15 years after their first location, they opened a second one in Alabama that was larger and offered more space for a community wellness screening room and extensive gift department. Originally specialized in newborn apparel and gifts thanks to its proximity to the only birthing center in their area, the sizing they offered grew along with their first little customers. Now, in addition to their fully functioning pharmacy, Darby’s Village Pharmacy has a range of kids’ fashion and gifts, home accessories, and more.
Another exceptional example of combining coffee, community, and shopping, meet Polly & Co! With a focus on flowers, plants, and gifts, this Australian store has a mindful curation of ever-changing wares and a special social space. In addition to the plant shop, cafe, and retail area, they have an extension of their space called The Green Room. In this dreamy creative space, they host workshops, yoga sessions, private events, and pop ups to further connect their community.
Featuring a concept store, cafe, and special events, Le Petit 100 prides itself on accompanying families in Turkey. Their concept store is made up of clothing, toys, decor, and books, including their own capsule collection. Le Petit 100’s cafe menu ranges from coffee and a pastry to buffets and main dishes. They offer workshops for different age groups, letting kids have fun and learn at the same time. To round it all out, children can celebrate their birthdays at Le Petit 100. They have a full package that includes party decoration and thoughtful catering options to please parents and children. Other family events like baby showers are another of their leading reasons for customers to gather outside of shopping or their daily coffee.
Epharmadora is another unique pharmacy offering a range of products for sale in addition to their pharmacy services. Based in Greece, customers can shop lifestyle essentials and classic kid’s fashion both in store and online. They also offer cosmetics, baby care, nursery products, clothing, and more. Acting as a support to their customers in their daily routines, Epharmadora has what they need when they’re sick and when they’re building healthy habits.
One of the largest bookstores in the United States, Barnes & Noble is the ideal destination for books and more. With age-based recommendations and plenty of literary-themed gifts, it’s the dream destination for readers! Recognizing the importance of reading for young minds, they have a full range that caters to every interest and age. New releases or classics, they have it all! There is also a strong gifting offer. Whether bringing their favorite book to real life or toys to help them love reading as they grow, these gifts are as magical as the books kids love reading. With special book readings for little readers too, Barnes & Noble has a complete offer to foster a lifelong love of literature.
These retailers are reimagining how to offer more than stores. They provide a sense of community and services that help families slow down and enjoy time together. From salons to cafes, play areas to bookstores, these diverse offerings are designed with contemporary families in mind. The modern lifestyle is often on the go and full of activities. With many parents balancing family life, work, and everything else that comes with life with kids, spaces that are more than stores offer a calm moment that is inviting for the whole family.
Join buyers from traditional retailers and those from more than stores like these at Playtime Paris and Playtime New York this winter! Starting November 12, you’ll be able to get your pass, so set your alarm for tomorrow!
