A high-end mother and baby retailer will open its first Northern Ireland store on Belfast's Lisburn Road this week. JoJo Maman Bebe said the new two-storey building would be one of its biggest shops, selling its baby, children, maternity and parenting products.
Company founder Laura Tenison said: "For a while we have been keen to find a suitable location for a store in Belfast. Lisburn Road stood out for us as it is a popular location for independent retailers based within a largely residential area".
The company said it aimed to support local high streets when chosing locations.
Ms Tenison said: "We have always been keen to locate stores in more village or community based locations.
"We know our customers prefer the experience of shopping in our kind of boutique-style stores, over the more stressful mass market experience of over-crowded city centres".
The company was launched 21 years ago as a micro-business, with Ms Tenison keeping stock in her parents' shed.
The company has since expanded to include over 60 stores across the UK as well as selling products via distributors to more than 100 countries across the world. It has one store in Dublin. However, the firm said it continued to espouse "small company values".