Solihull BID


A Sweet Treat: The Midlands' Most Luxurious Childrenswear Company Launches in Solihull

Today (Thursday 3rd March) sees the opening of Chocolate Clothing in Solihull: a childrenswear retailer who promises "the most complete selection of luxury childrenswear brands" outside of London. It is the culmination of months of building work and significant investment in Solihull.

Chocolate Clothing in owned by Aaron Deep (and family), who comments;

"We're thrilled to be opening our first store in Mell Square. We consciously chose Solihull as the location for our flagship store, as Solihull and Birmingham is undeniably the place to be right now - you only have to look at the national statistics and studies to see that this is where the smart money is investing! Mell Square is already home to some of the most exciting independent fashion retailers in the region, so it seemed logical for us to base ourselves here."

He continues;

"There has been a huge trend recently in designer childrenswear as more and more people want to emulate their favourite celebrities and their children. Famous faces like Jaden Smith, Romeo and Brooklyn Beckham and Kaia Gerber have all recently dipped their toes into the world of modelling, and it seems that parents are beginning to understand the appeal behind high end products for their little ones. There has also been a rise in the 'Mini-Me' trend, whereby parents dress their youngsters in designer clothing not too dissimilar to their own. Chocolate Clothing intend to cater for all of these customers, and many more".

On choosing Solihull as the location of their flagship store, he adds;

"It's a little known fact that the West Midlands is home to more millionaires than anywhere outside of London - everyone expects it to be the North West. We found that so many of these people would gravitate towards London, especially when it comes to luxury childrenswear, which is why we have introduced Chocolate Clothing to Solihull. We're immensely proud to bring over 50 of the world's most coverted brands to the store - many of which are exclusive to Chocolate Clothing".

From newborn to teen, Chocolate Clothing will stock collections and accessories from over 50 of the world's hottest designers including Young Versace, Roberto Cavalli and Little Marc Jacobs. All items will be on display both in the state-of-the-art store, as well as to view/purchase online. Highly trained staff will be in-store to advise and talk you through the seasonal trends.

Notes to Editors:

Chocolate Clothing is owned by Aaron Deep (and family) who bought the award-winning company from Irish brothers Barry and David Conaghan in 2015.

The store is located at 24 Drury Lane, Mell Square, Solihull, B91 3BG

The website is

High resolution images available on request.

Interviews with Aaron Deep can be organised via FU Media. Please email for more information.