After a year in the making a new children’s toys website has launched in Australia this week – Childrens dept.

Founder Cherie Davies describes the site as a destination for “beautiful things for little people that big people love”.

Davies, who previously led the buying teams at several successful online retailers teamed up on Childrens Dept with design and textiles specialist Susannah Cantwell.

Motivated by the lack of options available in the marketplace, Davies and Cantwell wanted a store that was stripped back to bare basics, “something that allowed the products to be the star of the show instead of overwhelming the customers with a busy website”.

In developing Childrens Dept, Davies and Cantwell were inspired by “times that were less complicated, both in the store design as well as in the product range”.

“We didn’t want the store and its products only appeal to children, but to adults as well. A site that is easy to use is very important to us.”

Buyers won’t find disposable toys, but well made toys and product that can be kept to hand down to the next generation.

The Childrens Dept product range reflects different eras that inspire both women in their day to day lives: “Products that we would want in our own homes; and that we would give to our own children”, the pair said.

Davies and Cantwell will be sourcing handmade, original products from independent designers around the world. In addition, Childrens Dept will highlight a particular designer each month, via the website which also acts as a gallery space, with an emphasis on promoting emerging designers of note.

“Often our products will tie into current design themes – it all depends on our inspiration at the time… it could be the new pantone colour, the colours from a Chanel runway show we have seen on a fashion blog or just a beautiful and unexpected find in an out of the way antique store.”