Regina is a popular and fast growing fashion clothing company. The company is a relatively new player in the market that was founded in the UK. At the beginning Regina started as fashion designer brand for adults but soon the company expanded the production line and has started to offer children clothing and accessories. Today, children clothing comprises a large part of the total production of Regina. At this point, it is worth mentioning the fact that the company operates internationally since the UK market provides Regina with limited business opportunities. The growing popularity of the company opened larger opportunities for reaching the target customer group in the UK, the EU, the US and other countries of the world. The major advantage of Regina compared to its rivals is the original design of children clothing and individual approach to each customer. The company attempts to meet needs and expectations of each customer. On the other hand, the customization of Regina’s children clothing increases the price of the products supplied by the company to its consumers. Nevertheless, consumers buy Regina’s children clothing from retail stores. Moreover, the company has moved online to get closer to its customers and sell children clothing online.