Instep, the British upmarket retailer of children’s footwear that bought Start-rite’s former corporate stores, has revamped its store in St John’s Wood, London, and is planning to replicate the new design in over 27 of its stores and concessions. The company has opened two concessions in House of Fraser in Birmingham and Croydon, and will open two more of them in Guildford and Dublin by February. Instep, which also has a concession in Harrods, sells its own private label of footwear alongside designer brands such as D&G, Iceberg, Blumarine and Moschino.