Play Up opens first own stores in Paris and Lisbon

The Portuguese brand Play Up has just opened its first physical stores, located at Galeries Lafayette in Paris (5th floor) and El Corte Inglés in Lisbon (4th floor). These new retail spaces mark a natural step in the brand’s evolution, responding to the desire to create a closer, more sensory, and conscious connection with its customers.

“These new spaces invite visitors to pause and engage in a more mindful, intimate contemplation. It’s about sharing stories, values, and awakening a more attentive view of the world and the act of dressing,” said Susana Correia, Play Up’s creative director, in a statement.

The stores showcase collections across three segments: Wee (0–12 months), Baby (3–36 months), and Kids (3–14 years), reflecting the brand’s aesthetic universe. The décor features natural elements and artwork from regular Play Up collaborators, with pine wood and raw iron setting the tone of the environment.

Founded in 2004 by Etfor, Play Up has been steadily consolidating its international presence, now represented in over 40 markets with more than 900 points of sale. Known for its environmental commitment, the brand focuses on creating circular pieces and reuse programs that allow customers to return used items for refurbishing, resale, or recycling—reinforcing a sustainable and responsible approach to children’s fashion.