Santa Monica has a new children's wear hot spot. Peek...Aren't You Curious is a San Francisco based children's wear company aiming to please children and parents alike. The store environment is that of a "romper room"; colorful children's artwork and black-and-white photos of children playing adorning the walls, while clothing is displayed on monkey bars and oversized picnic tables. The six in-house brands featured in the store are Sgt. Fletcher, Surf Royalty, Williams & Sons, Fleur des Champs, Craft Dungarees and Little Peanut.

This fall Peek... plans to partner with Adriano Goldschmied for a premium AG label denim. Also this fall, all lines will be available for wholesale at Barneys New York, Neiman Marcus and Bloomingdales. The owners Amy Hennisch (previous V.P. Gap design and merchandising), Tina Canales (former V.P. of women's Gap merchandising), and Scott Williams (previous regional manager of Coach and Lucky Brand) plan on opening two more stores by the end of this year in Corte Madera, California and Scottsdale, Arizona. If that's not enough, next year Peek...will open 4-6 more stores on the West Coast and start making its way to the East Coast by 2009. Peek...Aren't you Curious 1015 Montana Ave. Santa Monica, CA 90403