Smartsters opens new shop-in-shop in Juhu, Mumbai

Children’s lifestyle, accessories, and furniture brand Smartsters has opened a new shop in shop inside the Crossword Bookstore on Linking Road in Mumbai’s Juhu neighbourhood. The store brings the brand’s India sales point total to 35.

“As a brand we’re dedicated to crafting homes where every child’s potential is fostered through thoughtfully designed furniture,” said Smartsters’ founder Ashni Biyani in a press release. “Partnering with Crossword has been a natural choice for us, as both brands share a passion for enriching lives and creating environments that inspire growth and imagination.”
 
The brand held an inaugural event to launch the new store and welcomed local children while also bringing together experts in academia, child development, and design for a panel discussion. The roundtable looked into the importance of creating environments in which children can thrive and how furniture and design can play a part in this.
 
The panelists at the store’s inaugural event included Ascend International School’s founder and CEO Aditya Patil, child psychologist Payal Narang, certified parent coach and educator Piya Marker, and FN Design Studio’s founders Farheen Nanji and Naazish Reshamwala. Smartsters’ head of design Bikram Mittra also weighed in and a storytelling session engaged the children present with tales from the Amar Chitra Katha.
 
Smartsters retails from a mix of exclusive brand outlets and shop in shops in locations including New Delhi, Mumbai, Chennai, Goa, Pune, Ahmedabad, and Noida. The brand has also partnered with Crossword, Hamleys, and HT Interiors to reach more shoppers across the country.