About us

The KIDLY Label story.

When we launched KIDLY, we set ourselves a mission to bring you only the most helpful, great-looking, quality products and brands.

But even our brilliant buying team couldn't find everything we wanted to offer.

So we decided to create KIDLY Label:

Things we know you need.
Colours & styles you love.
Quality they deserve.

Well-designed.

We don't buy any KIDLY Label product 'off the shelf' and just stick our badge on it. We design everything ourselves, here in the UK and, without making it sound like a manifesto – ok, it is a bit of a manifesto – we're kind of obsessive in the way we do things.

Collaboration.	We talk constantly to our Parent Testers & trial everything with real kids in real family situations.
Details.	We believe a well-placed seam or clever zip turns functional into wonderful.
Materials.	Materials matter. You can read in more detail about all the fabrics, materials & processes we use.
Co-ordination.	All of KIDLY Label's designed to work & look good together. So shopping, dressing & dining is less stress, more 'ta-dah'!
Affordability.	We don't believe in charging you a premium for quality, sustainable products.

Going Green.

Like you, we care about the planet our kids will inherit. So, as part of our Going Green ambition, we'll always take the sustainable route if we can:

When we can't use sustainable or recycled materials on a product, the fact that they're high quality means they'll last longer and can - we hope - be handed down.

Well-made.

If you want something made well, you go to the best. So we work with only a small number of factories in Portugal, India, Turkey and China, because they're expert at what they do. They're our partners and friends as well as our suppliers.

Well-cared-for.

We know you care about buying ethically-made products, and we take our social responsibility seriously. The welfare of everyone who produces KIDLY Label, whether they work in Hertfordshire or Hong Kong, matters equally. So, as well as visiting as frequently as we can, the factories we work with are all audited by SMETA. This means:

• They meet the same health and safety standards you'd expect in the UK for working conditions, hours, permitted breaks and workers' facilities.
• Their environmental and business practices are monitored.

• Alkatek

  Hosiery experts we started working with in 2020, they supply all our Socks and Tights.

  Turkey

• Vipaltex

  A family-run factory and early partners of KIDLY Label, they make daywear and our Double Layer Bandana Bib.

  Portugal

• Sucity Footwear

  Footwear specialists who craft over 50,000 pairs of Rain Boots and Jelly Sandals for us annually.

  China

• Clifton Exports

  KIDLY Label partners since Day One, they specialise in daywear and make all our Organic PJs and Sleepsuits.

  India

• Creative Clothing

  Kidswear experts who are responsible for all our recycled outerwear, rainwear, swimwear and Coverall Bibs.

  Hong Kong

• Shenzhen Iego

  Silicone specialists who've helped us develop our Silicone Bibs, feeding range and Foldaway Bucket & Spades.

  China

Explore the KIDLY Label Shop.