Five-year-old Alex Fickling was first through the door when Little Roos opened on Saturday.
Torn between a hummingbird top and a stripy dress, the Pymoor resident eventually went for the latter, enticed by its bright colours and bold patterns.
Mum Vicki Fickling said the unusual range offered inside the new shop was refreshing, with brands such as Frugi, known for its vibrant, organic cotton prints.
“That’s why I buy Frugi – it’s not just pink and blue.”
Based on Ely High Street, at the site of where Handmade Hotspot used to be, Little Roos is the brainchild of Downham Market grandparents Margaret and Mike Rooney.
Margaret said she saw a gap in the market and decided Ely needed a range of “good quality, branded clothing”, catering for babies and children.
“We’ve got nine grandchildren and we all love Frugi.”
The couple, who have a boat at Ely Riverside, said the city’s shoppers wanted more choice when it came to children’s clothes.
Unicorn skater dresses, seaside prints and super stripes are all the rage – with all the colours of the rainbow represented.
The brand Cut4Cloth was launched in 2004 when its founders couldn’t find clothes big enough to fit over their baby’s cloth nappies.
They launched a range of clothes from their living room and eventually grew the business, renaming it Frugi (Latin for “fruits of the earth) in 2008.
The clothes are designed to be ecological, durable and practical – while being bright and colourful at the same time.
The award-winning brand’s headquarters are now based at an organic farm in Cornwall – but you don’t have to travel that far (or shop online) to shop Frugi anymore.
Little Roos also stocks Emile et Rose, Hatley, Petit Bateau and Angel and Rocket.
For more information, including opening hours, click here.