Naartjie Kids began in Cape Town, South Africa in 1989 as an alternative to traditional children's clothing brands. The company tries to focus on the spirit of children, with fun, vibrant designs. The name is an Afrikaans word meaning "a small, sweet citrus fruit." Naartjie Kids makes affordable apparel for newborns to 10-year-olds. The focus is on natural, lightweight fabrics that are especially comfortable on smaller bodies. In keeping with the "sweet citrus fruit" theme, clothing at this location, on the dining terrace of the Westfield Mall Century City, is inspired by flora and the great outdoors.