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In some of Switzerland's most famous up-market resorts, like St Moritz or Zermatt, there are long-standing concerns that the focus on luxury is pricing locals out of the market.

Areas of mangroves and coastal forests were filled in and paved over to make way for gated communities and up-market apartment complexes.

They had two different ideas of what middle class should look like, and she had to up-market the set to match what the director was looking for.

"We're at our peak, the cafe is overflowing with people who want to go out," said Erik Belmonte, the manager of the WO Barra de Cafe, a coffee shop located in an up-market part of Mexico City.

Next plans to keep the JoJo brand distinct and grow the business globally using its online shopping infrastructure, such as warehousing and software, to support the up-market baby goods retailer's physical shops and online sales.