Our Story

At Base, we believe in, the trend-setters, the creators, the curated. Establishing our first tailoring shop in London in 1910, we’ve been shaping the fashion industry since our humble beginnings. Today, we focus on curating the best collections of 0–16 kids clothing, from classic Stone Island Junior and Moncler staples to statement pieces from Gucci, Kenzo and Burberry. Home to the freshest drops and exclusives, we love to unearth undiscovered, up-and-coming brands.

1910 1910

WHERE IT ALL BEGAN

Newly-arrived immigrant Morris Granditer establishes ‘Granditer’s Menswear’, a small tailoring shop in Canning Town, East London.

1940

KEEPING IT IN THE FAMILY

Morris is joined by his two sons Archie and Sydney Granditer, who continue to grow the family business throughout Britain’s interwar period.

1960 1960

SURVIVORS

After surviving two world wars and the austerity of the 1950s, ‘Granditer’s’ enters the swinging sixties more popular than ever, clothing a new generation of East Enders and celebrity film stars.

1970

BROTHERS

Third generation family members Frank, Stephen, Alan and Michael come aboard and oversee the expansion of Granditer’s into a small chain of fashion stores across London.

1990 1990

NEW BEGINNINGS

Managing Director Marc Granditer, great grandson of original founder Morris Granditer, joins his father Frank as joint Managing Directors.

1992

PAVING THE WAY FOR THE FUTURE

A decision that changed the business forever; boys clothing was introduced to the collection which began our transformation to what you see today. Granditers is transformed to base.

1999 1999

THE NEW FLAGSHIP STORE

Our flagship store in Bluewater is opened, one of longest standing retailers in the shopping centre to date.

2008

ITS A DIGITAL THING

With changing trends, base begins its first venture into e-commerce with the launch of our online store.

2010 2010

GIRL POWER

Following on from the success of the boys department, base introduces their first ever girls collection.

2009

WESTFIELD LONDON

The Westfield London store was opened, a favourite for our international customers.

2012 2012

FOCUSING ON THE BEST

base drops the adult lines from its collection and refocuses its attention on pure childrenswear. Stocking a host of designer labels for boys and girls from infant to teen, base establishes itself as a leading retailer of kid’s fashion.

2012

LONDON 2012

With the Olympics came the launch of our successful Westfield Stratford store.

2016 2016

RECOGNITION

Announced as the winner for "Best Independent Multichannel Operator" at the Drapers Independents Awards 2016.

2019

BACK TO WHERE WE ARE KNOWN

Our Lakeside store is relaunched! A favourite destination for our loyal customers.

2019 2019

MIDLANDS

With a large customer base in the Midlands it was an obvious move to open up our first ever store in Birmingham Grand Central.

2020

THE ADVENTURE CONTINUES