Giving back

As parents ourselves, running a business that generates revenue, we can’t stand by and ignore those in need.

We founded KIDLY to help new parents keep their sense of style & identity through awesome shopping for their 0-4s.

But while our kids are fortunate to have us looking out for them & kitting them out with great stuff, there’s many little ones out there who aren’t quite in the same place. In the UK alone there are 3.7 million children living in poverty (Barnados)

Why we give

How can we not. We want parenting to be joyful, but know that’s not the case for all new parents & their kids. That’s why we’re committed to doing our best to help change that.

How much we give

We give 1% of our revenue or 10% of profit, whichever is greater, to charities that help vulnerable children around the globe. Forever.

Who we give to

We give to children who, for whatever reason, aren’t living the childhoods they’re entitled to.

We are currently working with two charities whose missions are aligned with our vision.

Buttle UK

In the UK, we focus on giving grants to children living in crisis, be it through poverty or other family circumstances.

We partner with Buttle UK who last year helped 28,000 children. Their most common grants included 2,970 beds and bedding of which 242 were cots. They also gave out 145 buggies, along with a whole host of other baby essentials.

Last year in numbers

UK children helped:


No. of grants given:


Total given:


Most common grants


x 2,970

Washing machines:

x 2,426


x 2,426

Their mission?

The maintenance, education and advancement in life of children and young people who through poverty and family circumstances are in need of, and will benefit significantly from, Buttle UK’s support.

Find out more about Buttle UK

Hope for Children

In India, where the KIDLY own-label range is made, we work with Hope for Children who help street children gain access to basic necessities of life including food, clothing, education, shelter, recreation and healthcare.

It is estimated that there are over 100 million street children with over 51,000 living in Delhi and the surrounding areas.

Hope for Children have worked tirelessly to improve access to facilities for these Delhi children as well as helping their families to be able to support themselves moving forward.

Hope for children in Delhi

2,071 Parents who are now willing to send their child to school instead of the streets to work

1,869 Police officers trained in child protection

No. children assisted in:

Non-formal education:


Full time schooling:


Health center visits:


Health camp attention:


Their mission?

To enable vulnerable children to experience a positive childhood by improving their access to education and healthcare whilst empowering their families to support themselves.

Find out more about Hope for Children