The client approached me to design a baby and children′s concept store to help identify a suitable retail space in Amsterdam. Due to effects of the recent pandemic, the idea of a shop was temporarily shelved, my role changed from designer to a style and content adviser. The priority became an online shop, a plan of action was drawn up, we looked into identifying target demographics and internet sales techniques. An identity and character was developed, a new DNA came to be, with a new name and house style and a carefully edited product range. This new web-shop was launched on line in June 2021, offering a distinctive and sustainable selection of child focused merchandise. My client′s next step is to expand the business and transfer its web based DNA into an attractive actual ‘brick and mortar’ store.