A very sweeping statement and extremely provacative statement by lolsyloz.. - My family i actually from east dulwich ( as far back as the first world war) so I am not a new person to the area, east dulwich was in a bad way 15 years ago, shops closing etc etc, surely its better to have successful businesses wanting to open in the area than having boarded up shops its a shop opening up!!! get a life and get over it, worse things happen and whilst I agree there are some pretentious people out there, buying baby clothes from a nice shop does not make one up ones rectum. and by the way I am not superficial or a material person, just a normal person earning a living trying to bring up two young girls the best I can and enjoying life, because as I have found out its very precious.