Ladybird shop takes flight
With the Pasold family trying to grow the brand it is easy to see why John Lewis were approached about opening a Ladybird specific shop. In the early 1960’s Ladybird had pushed hard to try and take over the whole of the children’s- wear department at John Lewis, but had been refused. (In the end childrens-wear had been taken over by Daniel Neal in 1963). Nevertheless, Ladybird secured Partnership interest in an independent Ladybird shop. Thus, John Lewis Ladybird opened in 1962, on the Oxford Street front of the old East Island. The shop claimed that it would carry a complete range of ladybird stock:
‘The John Lewis Ladybird Shop will…always have in stock, every size of every colour of every garment in the Ladybird range’.
This was quite some claim. But the strength of the shop spoke for itself. Bright bold colours abounded. Specially created displays and fittings enchanted children and enticed parents into parting with their cash. Children were particularly taken with Ladybird House, visible in the picture below at the far end of the room. Ladybird House was a child-size cottage with its own window display of child-size clothes.