real online concept store for children. If thefundamental objective was still to unearth 2008 that rare find, the idea was also to present, The first orders as far as possible, things that were: Good for you, for others A rental van left Paris for a warehouse in the suburbs with Smallable’s entire stock inside. and beautiful The logistics platform had been delivered, the site was ready and the big day was finally In other words responsible, environmentally here. An article in ELLE announced the birth friendly and sustainable products. The two of Smallable. founders believed that aesthetic appeal should go hand in hand with ethics and that At 10:30 pm the e-commerce should be much more than site went online. just a catalogue of products.Right from the start there was a desire to create an Half an hour later the all-encompassing concept and to showcase first order arrived. atmospheres, all of which required specific web developments. “We spend a huge amount of time in getting an inspiration online, butShouts of joy were heard in the office! Over that’s what makes sure that our site stands the next few days, you could count the out from the crowd. Our uniqueness allows orders on the fingers of one hand: one, two, the Smallable brand to assert its difference”.three, sometimes five a day. 13 One of Smallable magazine’s first photo shoots.