On Saturday 2nd April we opened our brand new Baby and Childrenswear boutique store, in the heart of Brighton in the North Laines.


Why Brighton?

Brighton is the epitome of old and new from the iconic Royal Pavilion to the Brighton Wheel. It is so much more than just a seaside destination, but instead a vibrant cosmopolitan city. The Brighton Lanes have developed from an old fisherman’s village full of winding alleyways, passages and streets, to a range of unique independent stores, cafés and theatres.


Here at Happyology, we are all about the unique and the Lanes provide a unique shopping experience which we wish to continue in store. On our opening day we had bottles of Prosecco, homemade lemonade, our very own pick 'n’ mix station and a little help from our friends at Tasty Little Numbers (if you love snacks without the guilt or without the gluten, you should check them out!)




Old and New

There is a running theme of loving the old and embracing the new in this city. Vintage fashion should never be a fad and Brighton encompasses this, as there are many vintage stores throughout the Lanes. We believe that vintage styles have a greater attention to detail in patterns, textures and stitching, which is why we have taken influence from this when designing our clothing by including hand embroidery, screen-printing and smocking. At Happyology, we want things to be precious as well as long-lasting for your little ones.


Photo by James Baxter



Brighton echoes a culturally diverse hub with fabrics and styles from all around the world. Our boutique clothing range draws inspiration far and wide, sourcing the finest one hundred percent cotton, textured linens and cashmere from around the globe. The Happyology brand is individual, independent and in-house, from our designers based here in Brighton to our family run factory in Ningbo, China.


Think Brighton, think Happyology!


Brighton store inside