Why we're here
I spent 15 years at ASOS. I loved what we built there.
It had become a one stop shop for fashion loving 20 somethings. No reason to shop anywhere else.
A great shopping experience, selling the best brands and our exclusive own-label. Simple, really.
When I started having kids in 2004 I craved something similar when shopping for them, but it just wasn’t there. By 2012, when my third son was born... still nothing.
So, I decided to do something about it and, in May 2016, launched KIDLY.
What guides us
I’d always said to myself if I ever started a business I’d also always do business in a nice way; I’d only ever sell things I’d want in my own house and for my own kids, I’d do right by my colleagues who had taken a punt in joining me and by our customers who could easily shop elsewhere.
So, we may just be here because I wanted to open a shop, but we run our shop with these guiding principles always front of mind.
- Shopping for little ones should be as enjoyable as shopping for yourself.
- In always being helpful, and always being here to help, no matter what.
- Nice guys finish first - so always do the right thing and be nice, to customers, suppliers and each other.
- In continuously listening to our customers, and acting upon what they say.
- Style and substance can coexist, so great quality, design-led & genuinely useful things are all we'll ever sell.
- In giving back - 1% of our sales goes to charities we support.
How we do things
Things for kids you'll love too
You won’t labour through our store. We hope you’ll be inspired by the constant newness, finding beautiful things at every turn, whether browsing, searching or reading our articles for some inspiration. And we design the website to use one-handed, because what new parent can spare two?
Always style with substance
We scour the planet to bring the world’s best brands together in one place and we’ll only sell design-led and genuinely useful products. In fact, everything is tested by little ones and approved by their parents before we sell it.
We also create our own products. Exclusive to us, KIDLY Label is style made simple for 0-4s. There’s no middleman so it’s premium quality at high street prices. To dress up or down, worn on their own or to complete a look. We call them our superbasics.
Custodians of the collection
KIDLY Parents are hundreds of mums and dads who help us fit all our own-label garments on real kids in a real environment, who test (and keep!) every product before we sell it, so we can stand by our ‘genuinely useful’ promise, and who operate our live chat 14 hours a day, every day of the year, so you can talk to someone who cares and understands.
Making parents' lives easier.
We continuously strive for the KIDLY experience to be effortless, from the website to your door. The team are bend-over-backwards helpful & here to help 8am-10pm, 365 days a year. We Price Match, so you don’t need to shop around and Club KIDLY continuously rewards you from your first purchase until your youngest starts big school.
James Hart Founder