For the occasion of Fuorisalone Brera, NUYI showcased the quality and refined design of its toys at OTTO – kids clothing boutique in Milan.

Making children feel comfortable and at ease, raising them with awareness, and creating a better world for them: this is the ambitious mission of OTTO - kids clothing boutique, a store for ages 0 - 10 located at Foro Bonaparte 69 in Milan.

Born from the love and experience of a mother, the store prides itself on a passionate selection of brands focused on sustainability and inspired by the Montessori concept. OTTO’s careful and thorough supplier research is its hallmark, relying exclusively on artisans and small producers to craft a child-centered offering.

 

It’s here that the NUYI brand has found its home, as shared by the owner of OTTO - kids clothing boutique. But what unites NUYI and OTTO?

Certainly the pursuit of harmonious shapes, sustainable materials, and, last but not least, playfulness.

 

How did the recent collaboration come about for Fuorisalone?

“OTTO loves NUYI” stems from the synergy between two new brands in the Milan market, who chose to tell their stories during the busy Brera Fuorisalone schedule (an event alongside the Salone del Mobile during Design Week), which took place from June 6 to 12 this year.

The international visibility and significance of the event for the city of Milan and the design world made it the “right place to be” for both OTTO and NUYI: for OTTO, which wanted to showcase its space for display and sales, establishing itself as a clothing store open to collaborations and partnerships; and for NUYI, which is solidifying its position as one of the few designer toy brands in the Italian market.

 

What results did you achieve during the event?

OTTO’s dedicated window display and internal sales area were almost exclusively devoted to NUYI toys, so the space felt like a true mono-brand store. Passing customers immediately noticed NUYI, and many came in to inquire about the products. We saw great interest and enthusiasm from both children and adults.

 

What aspects of the product resonate most with families?

Most of the parents and visitors who entered the store appreciated the craftsmanship of NUYI’s wooden toys, the lightweight design, and the ease of use for young children. The mid-to-high price point means that the purchase is not impulsive; it requires time to be understood and valued. However, it is certainly a conscious purchase. 

 

What is NUYI’s most popular toy among your customers?

The best-selling NUYI products at OTTO are definitely the Patapata ride-on toy and the multifunctional Freja table.