Sheena Shah

Smarty Schoolwear Ltd

Ash and Naina founded Smarty Childrenswear in 1986 when they opened their Hatfield Town Centre retail store. The Mothercare style shop, was at the heart of the local Welwyn Hatfield Community they lived in. Having sold prams, cots, pushchairs and babywear to most of the town's parents and grandparents, they also sold the basic schoolwear of the time. As the megastores took over the childrenswear and nursery market they migrated to a niche area in selling school uniforms. Even through the town's tough times of the early 90's, the local people supported the business. In 2002 the business was rebranded Smarty Schoolwear. Today Ash is retired and he wife Naina is with the angels, but the business remains within the family. It now employs 15 members of full-time staff and has 3 retail stores in Hatfield, Potters Bar and Stevenage. It supplies over 80 schools in Hertfordshire and characterised by its personal and professional customer service, selling quality school uniforms. The business is trusted by schools and parents alike. The family's roots firmly fixed to the local area, supplying generation after generation school uniforms.