Luxury brand Fendi has unveiled its first kids’ store in Kuwait City. The Fendi Kids Store, located in the Avenues Shopping Mall, is “an adorable and cosy space carrying collections from the newborn to kids.”

Fendi opened its first freestanding children’s store in Hong Kong in September 2011, and the concept has exploded around the world with boutiques in Rome, Prague, Jeddah, Tokyo, Singapore, Hong Kong and Doha having opened up. There are additional locations within the Harrods department store in London, at Paris’s Galeries Lafayette, and at Milan’s La Rinascente.

Children’s luxury is a growing sector. This September Canadian designers DSquared² are set to unveil their debut collection, while fellow Milanese label Roberto Cavalli already has a successful Junior line.

Gucci, Stella McCartney, Dolce & Gabbana and Burberry have also entered children’s wear as brands have recognized the value of dressing the next generation of luxury consumers as early as possible.