On July 12, the Berlin branch of French department store Galeries Lafayette very quietly opened its first Kidswear department on 430 square meters (4,628 square feet) of newly added retail space on the 3rd floor (US 4th floor) of its store, offering the latest trends and including labels such as Petit Bateau, Sonia Rykiel or Desigual. The new department also includes the store’s own brands as well as other French labels.

But there can be no new opening without a real house-warming party. In cooperation with Luna Magazine and Younger Models Agency, the store has sent out invitations to the September 4 celebration and carrying out a talent search for “Galeries Lafayette Berlin Enfant 2010” as part of the event.

On September 4, kids between 3 and 10 can star in a professional photo shoot. Photographs of the child chosen as winner will then be showcased on several rotating mega flatscreen in Galeries Lafayette’s main store display windows at the Friedrichstrasse location. A sweepstakes will also be held with a two-night package tour for four to Disneyland Paris going to the winner.

“Parents are now placing more and more emphasis on the styles their children wear. That’s why kids fashion has considerable potential and should not be lacking at our location,” says Alexandre Liot. In December 2009, the Frenchman Liot became Galeries Lafayette’s new CEO in Berlin. Since taking the position, he has been in charge of future strategy for the German branch and initiated the new opening.

Through ongoing merchandise concept innovations and its recent website relaunch, including social media tools such as Facebook, the store will enhance its image and standing as a leading fashion address in Germany's capital.