A NEW outlet offering affordable children's clothing for struggling families has opened at lakeside regional shopping centre, where it will remain until 1 November and possibly longer if the pilot scheme is successful.

This initiative is a partnership between a not for profit group which is awaiting charity registration that supports families within the Havering, Barking, Dagenham, Redbridge and Thurrock areas.

Its roots are in the Baby Bank which has been run by community champion and Hornchurch mum Kelly Rosevear.

In 2019 Kelly began the baby bank in the soft play area of Mothercare in Romford and then spread to Edmonton and Purfleet. The idea started with a coat campaign, parents donated their children's old coats to help other families in need.

The Coop at Gidea Park heard of this fantastic scheme and decided to support this campaign and set up a clothing rail in their store.

Kelly takes up the story, saying: "The response we received was overwhelming so we decided to expand. We now have bases in the Coop in Elm Park and Tesco Roneo Corner as donation points. We are also at the Harold Hill Hub and have a partnership with the Liberty shopping centre in Romford."

The scheme has done so well that Kelly and her team of fantastic volunteers also receive referrals from professional organisations.

Due to the high demand, the kids clothing store, which also features a soft play area, has been set up in Lakeside called Kideco.

Kelly added: "We sell affordable clothing for families. Our aim is to help stop child poverty, help the planet by recycling clothes and support struggling families."

Kideco is based in Lakeside next to the HSBC level 1 unit 7 and is running for a six week pilot scheme. It caters for children aged between 5-11 years old. It was officially launched this week by Thurrock Mayor Cllr Sue Shinnick.