Named after Roald Dahl’s imaginary crocodile, ‘not so big’ was launched in the leafy north London village of Highgate in June 2000. Good news travels fast and soon this tiny, child-friendly boutique became a destination shop for fashion conscious Londoners and celebrities seeking unique children’s style and exemplary personal service.

notsobig is the proud winner of Junior Magazine's Best Independent Boutique in their 2012 annual design awards.

The notsobig philosophy is based on the firm belief that children should be children for as long as possible and that their clothes should be stylish yet appropriate, comfortable and fun to wear. A unique range of captivating toys - many hand-made - is displayed alongside the clothes, ensuring that shopping at ‘notsobig’ is a rewarding experience for adults and children alike.

Jane Wiles, notsobig’s hands-on founder, travels extensively to source the product range she offers. Catering for children from newborn to 14 years, Jane is dedicated to seeking out simply the best children’s clothing, accessories, shoes and toys available - including those often elusive, unique pieces from emerging new talent.

notsobig is the exclusive UK children’s wear stockist for French brands Moon et Miel, Sunchild, Talc and Merveilles.

Whether you’re looking for practical everyday clothing, special occasion wear or unique gifts for baby showers, christenings, birthdays or Christmas, the enthusiastic notsobig team are always on hand. If you’re stuck for ideas, just visit the store or send a message online and they’ll guide you in making your purchase; then they’ll wrap it up beautifully in tissue and tulle and arrange to deliver wherever you like.

To all of you, from all of us at notsobig - Thank you and Happy shopping!

Jane Wiles
Founder