Children’s boutique Freddie the Rat opens its first store in Emerald

Quirky and fun store offers a range of Australian and international labels for children of all ages.

Owner Rozzie Hamilton with Kerrie Clark at Freddie the Rat, Emerald's new children's clothing boutique, located on Egerton Street.

An online Central Queensland based kids boutique has planted itself in the community with its first brick and mortar opening.

Freddie the Rat opened its doors to the Emerald community on April 15, offering a bright and colourful range of clothing, footwear, accessories, toys and more.

Owner Rozzie Hamilton launched the online brand in March, 2020, when the closure of Emerald’s previous children’s boutique encouraged her to open the store.

“The first week has been great,” she said.

“It’s just been really lovely meeting everyone that has popped in and seeing the space come together.

“It’s meant to be a little quirky, fun, happy and colourful space, and I think that comes through when you walk in.”

Mrs Hamilton has always been interested in children’s fashion, but it wasn’t until her husband made the suggestion that she launched the online business, named after her son’s middle name.

The new store is in the same location as the previous children’s boutique, Gruffalo and Co, which merged with Freddie the Rat upon closing, maintaining all existing brands.

More stories:

– ‘Scary’: Girl, 10, finds needle in strawberry from CQ store

– CQ chef ‘foolishly’ took drugs before hitting the road

– How CQ community groups can receive a share in $120k

“To be honest, I feel it would have been a huge shame to lose the children’s boutique altogether,” Mrs Hamilton said.

“It stocks some of Australia’s most recognised and ethical brands, as well as international labels that are only available online in most areas.

“That’s also been the feedback from customers since opening, that they are glad it didn’t close completely and Emerald lose the store altogether.

“I feel exactly the same way.”

Supported in store by Kerrie Clark, the pair is excited to get to know local customers, and visitors from across the region, while hopefully seeing the business grow online and in store.

“We also have some new labels coming later this year that I am really excited about, within Australia and abroad,” Mrs Hamilton said.

“I am looking forward to seeing how the new and old mix together and how customers embrace them.”

Visit the store at Egerton Street, across from the post office, or visit the website.