Established in 2005

UpTown Kids is a Family-owned business in Townsville, Queensland Australia, founded by Julie Magnani in 2005.

Whilst juggling two little girls aged 10 and 4, Julie created UpTown Kids after discovering that she preferred to work for herself and wanted to create something unique. Beginning as a market stall back in April of 2005 UpTown Kids has since become Townsville’s oldest Children’s Formal Wear Store!

First Official Store 2010

After 5 years of setting up markets and shopping centre pop up stalls, it was time to go bigger and so, our First official Store opened in October 2010 in Centro Shopping Centre Aitkenvale where we called home for almost 10 Years! Over those 10 years we moved from a teeny tiny 13sqm tenancy to a much larger shopfront which we in time also outgrew. We met so many wonderful loyal people over those 10 years who still visit us to this day at the Willows.

Larger Premises 2020

February 2020, we decided it was time for a change and time to move on to even bigger things opening our current beautiful Willows Shopping Centre Store. Our Website went live in 2018 extending our customer clientele Australia Wide enabling everyone to experience our wonderful wares.

Unique Character Products

To find out what was popular in the early days (before Facebook was a way of life) Julie ventured to public places and surveyed what Cartoon Characters were popular. It’s crazy to think that now days it’s so easy to just make a Facebook or Instagram Poll and you’re good to go.

Beginning with popular Cartoons like Dora the Explorer, Ben 10 and Spiderman, it’s crazy to see how many choices kids have today, it’s also awesome to see that Spidey is still as popular as ever. From Backpacks to Lunch bags, Blankets to Towels, Hats and even Umbrellas, we’ve got whatever you could ask for in whoever you need.

Children’s Formal Wear

The beginning of our Children’s Formal Wear adventure was born after Julie noticed there was a huge lack of places to find dressy kids clothing in Townsville. She scoured the web to find Australian Suppliers with beautiful goods even travelling interstate in some cases to see the product in person.

Julie is passionate and absolutely loves seeing what’s new and popular in the fashion world. We’ve even connected with some of our favourite suppliers in America to bring stunning dresses all the way from California U.S.A. To date 80% of our girls dresses are made in the U.S.A. How cool is that!

Mother and Daughter Team

In 2017 after her youngest daughter Carley graduated High School, she joined the one-woman team to lend a hand. UpTown Kids had been around for as long as she could remember so it wasn’t really anything new. With her daughter on the scene, UpTown Kids expanded to the wonderful world of Instagram and Online Shopping.

As of today, Uptown Kids is nearing its 5 Year anniversary at their Willows Store and their 20th Anniversary of existence. UpTown Kids has always been a family owned and operated business, striving to fulfil your children’s formal and character needs.

Our Unique Mish Mash Children’s Formal Wear and Character Accessories store is literally one of a kind, practically perfect in every way and we couldn’t be any prouder. We look forward to making your little ones smile and helping to make your special day in any way we can.

Julie and Carley