Eva Devisch, a mother of two girls, understands this and has the perfect solution: online shopping. “Because size is less of a problem for children than it is for adults, kids’ clothes sell online easily,” she says. “Plus, we know that kids will never try on all the clothes, whether you are in the store or not. Online is just a lot easier.”

It’s not just her experience as a mum that cements her opinion but years of working in the industry. With an Applied Economics degree and a clothing sector internship, her first job was as project manager for Flanders Fashion Institute, a support platform for Flemish designers.

Most recently, Devisch was marketing coordinator for a children’s brand, which was acquired by the Flemish Fred and Ginger label. “It’s how I entered this particular category of children’s fashion,” she says.

And now the 33-year-old has launched Goldfish, a trilingual webshop dedicated to fashion for young girls, boys and babies. “The idea of my own store goes back a long time,” she says. “I always wanted to have my own, since I was a little girl. I was hesitating between a physical and an online store. But with two little girls, it seemed a better opportunity to open an online store, so I can work at night and not be bound by opening hours.”

Devisch, who lives and works in Mechelen, says she knows that the venture “is a financial risk, but I’m still young, so if it doesn’t work out, there are other options. I really had to stop talking about it and start doing it.”

The site began operating last September, and Devisch is pleased with the response. “In the beginning, it was all the people you know and friends of friends,” she smiles. “But now there are people I don’t know from places I’ve never heard of!”

Gap in the market

That quick success probably has a lot to do with what Devisch is selling. The concept is an assortment of brands – local and European – with a look that is a bit diff erent from other web shops. “Often these days webshops are all loud prints and exaggerated styles,” she sighs. “I did some market analysis – what brands sold on and offl ine. I discovered a gap between the classic brands that were a bit too expensive and the loud prints at a lower price.”

Goldfish aims to sell classy, cool options that aren’t too expensive. On the site, for instance, you can find print dresses by Swedish brand Anïve for the Minors for under €50 and t-shirts by the UK’s Little Duckling for under €30. And just like in the shops, January is sales month – nearly everything is priced off .

The site sports several designs by Aymara, a lovely Flemish brand produced in Peru, thanks to a Flemish/ Peruvian couple. “T is knitwear is one of my most expensive options, but it is of the highest quality. And,” Devisch laughs, “in Belgium you can wear a good sweater all summer.”

www.goldfish.be