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.
WHERE IT ALL BEGAN
Newly-arrived immigrant Morris Granditer establishes ‘Granditer’s Menswear’, a small tailoring shop in Canning Town, East London.
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.
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.
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.
NEW BEGINNINGS
Managing Director Marc Granditer, great grandson of original founder Morris Granditer, joins his father Frank as joint Managing Directors.
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.
THE NEW FLAGSHIP STORE
Our flagship store in Bluewater is opened, one of longest standing retailers in the shopping centre to date.
ITS A DIGITAL THING
With changing trends, base begins its first venture into e-commerce with the launch of our online store.
GIRL POWER
Following on from the success of the boys department, base introduces their first ever girls collection.
WESTFIELD LONDON
The Westfield London store was opened, a favourite for our international customers.
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.
LONDON 2012
With the Olympics came the launch of our successful Westfield Stratford store.
RECOGNITION
Announced as the winner for "Best Independent Multichannel Operator" at the Drapers Independents Awards 2016.
BACK TO WHERE WE ARE KNOWN
Our Lakeside store is relaunched! A favourite destination for our loyal customers.
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.