Big Elf Toy Shop and Haute Mama Maternity Wear, Naas, Co.Kildare

Two existing online retail brands making the venture into the high street. Both Big Elf Toys and Haute Mama Maternity had been highly successful online stores before June 2011 so the idea of marrying the two brands together in one retail location was a difficult and challenging task. While the two brands access the same market – parents and mothers – to be, the challenge would be to blend the two brands – one colourful and fun, the other muted and classy, into one appealing brand to capture the high street market.