Stock up on reasonably priced Scandi casuals at Lindex

What?: I know, right? Lindex? I bang on and on to fellow baby owners about this place but they can never remember the name because it sounds like soap. If I had to describe it in four words, and let’s face it why would I, I’d say “H&M’s edgier little sister”, though it’s one of the few Swedish exports in the UK that doesn’t actually have anything to do with its better-known counterpart. Founded in 1954, this Gothenburg-based fast-fashion store puts an emphasis on sustainable production and a female workforce, which is nice.

Where?: Lindex is the market leader for kidswear in Sweden and is generally a pretty big deal in Europe, with around 460 stores across the continent and a further 22 in Saudi Arabia, randomly. There are only two Lindexes in the UK and they’re both in London, at Westfield White City and Westfield Stratford respectively. Handily for Bab and I they lie at either end of our Overground line, and should be pretty accessible for most Londoners. If not, they have a good website.

Discovery: I kept seeing their amazing – mostly Moomin-themed – kidswear on Pinterest and assuming that I’d never be able to afford or find any of it, because that’s generally the deal with Pinterest.

Best Bits: Seriously amazing prints, featuring everything from Moomins to llamas and circus scenes. A lot of stuff is gender-neutral, which means you can keep everything to hand down to younger siblings regardless of sex (if stuff like that bothers you). Super-reasonable pricing. Washes well. Flawless Halloween collection.

Worst Bits: If you can get past the ugly name there’s not much not to love. Like with a lot of places the babywear is cuter than the stuff for older kids and there’s the odd slightly tacky piece made from cheap fabric, but this tends to apply more to occasionwear than everyday casuals.

Price Range: Expect to pay around £2.99 for dribble bibs and double packs of socks, £7.99 for tops and trousers, £9.99 for sleepsuits and up to £29.99 for a snowsuit.

Would We Come Again?: Obviously, yes.

Bab wears sleepsuit by Lindex