Latest venture: Philip Bier has opened ID Kids in a shopping centre in Wandsworth
The man who made millions bringing the Scandinavian high street retailer Flying Tiger to the UK has opened a French children’s clothing and toy shop.
Philip Bier has opened ID Kids in a shopping centre in Wandsworth, south-west London, otherwise known as ‘Nappy Valley’ because of its popularity with new parents.
ID Kids is a French import introduced to the UK by Bier Brothers, a venture set up by Bier and his brother Jacob.
Ironically, Bier opened the store next to a Mothercare as there was already an established customer audience – despite the fact it is now shutting 50 shops.
Bier said: ‘Our new shop is contemporary while Mothercare is outdated.
‘The need is there – children want toys and parents want nice clothes. It’s all down to how you sell it.’