The Overtoom has gained a new attraction with the recently opened Decor for Kids. This first exclusive design and interior design empire for children (from baby to bridge class) is loudly different. Colourful and cheeky as all those modern mini-maidens are themselves. Here they can indulge in their own inimitable taste. As a parent, you can unwind at the coffee bar or in the adjacent Decor Amsterdam for (somewhat) adults.

Where home furnishing shops set up a ‘children’s paradise’ so parents can load up their unit interiors undisturbed, this entire shop plus garden is something of a children’s ecstasy. Decor Amsterdam is known for its motley collection of furniture and design objects for a manageable budget and its personal approach to everyone. It now lives up to that again, serving children’s contemporary, quirky tastes. They are who it’s all about here, after all, it will be their decor. It makes Decor for Kids loudly different from the over-stylised, overpriced kids’ room showrooms you’ve seen (or purposefully avoided) until now.

Visiting Decor for Kids is a feast in itself. The interior blows you away: the round, colourful shapes and lines, the various rooms and domains have been designed by Decor Amsterdam’s Studio down to the smallest detail. The collection was created in collaboration with Jotex Mini, the junior label of Jotex. That brand originated 60 years ago by visiting customers every season with a Volkswagen van to provide them with personal advice on their curtains. Since then, Jotex’s van has given way to a busy website and the brand is a major international e-com player in the interior design field.

“With Decor for Kids and Decor Amsterdam as partners of Jotex Mini, we can strengthen our brand awareness and bring our playful children’s collections to a wider audience through daily, personal contact with customers in a physical shop. Moreover, Decor for Kids organises events for their particularly diverse network, allowing us to really engage that interesting group with Jotex.” said Peter Keerberg, CEO of Jotex.

Decor for Kids is the first physical shop to call itself an official Jotex Mini partner and has the exclusive right for more shops in the Netherlands, Belgium and Luxembourg. Thomas Schuchard, founder of Decor Amsterdam: “Haute decor for everyone, has always been our ambition. Until now, we did not have the right partner to also decorate our customers’ children’s rooms. However, Jotex Mini’s colourful, quirky furniture, lighting and accessories fit in seamlessly with the rest of our range. The launch of Decor for Kids with Jotex is therefore a breakthrough for us as a company as well as filling a gaping hole in the industry. We cannot wait to bring Jotex Mini’s constantly changing, affordable collections to life in the proverbial sweet shop we have created. Decor for Kids is the start of a long-term partnership, indeed, new shops in the Benelux are already in the pipeline.”

You will find Decor for Kids at Overtoom 430, just a stone’s throw from Decor Amsterdam and their Studio, both now household names within and outside the Netherlands.