Hello lovely customers,

I’m writing to you from my home/office/gym/school for the last 7 weeks and you're probably reading this from yours. It's not been easy, has it?

One thing I'm thankful for is you. You've stuck with us and, in return, we've tried to stay in stock of the things you need for 70 days at home with the kids. Well, things they need; I'm not sure we sell what you (and I) need! 🍷

So, whether you've just joined us, or have been with us from the start, thank you. We're truly nothing without you. I still look at every order that comes in and read every review you write. Your patronage means everything to me and to the KIDLY team, when we know other stores are just a click away.

From a personal perspective, I'd also like to thank my KIDLY colleagues, our KIDLY parents and our suppliers, who work so hard in pursuit of our goal: 'to make KIDLY the only store a modern shopper needs for the 0-5s in their lives'.

This last year, we have:

  • Made huge progress in our effort to go green throughout our supply chain

  • Expanded our range of own-label clothes, and launched our bibs and rain boots (much more KIDLY Label to come!)

  • Welcomed 87 new brands from around the world

  • Extended our live chat help hours, so we’re now available 7am-11pm, 365 days a year.

Looking ahead, I promise that, to repay your continued support for us, we will never stop looking for - and making - the very best products and we’ll carry on testing every single one with real parents. We’ll act responsibly and with integrity at all times and we’ll be there to help you, in real-time, during waking hours. Every. Single. Day.

I know it's a difficult time, one that doesn't feel particularly celebratory. But it is our 4th birthday and we like to give something back on this day, every year. So please enjoy some fab discounts on six of our all-time favourite brands, all week. (Or perhaps you’ll even win a bumper pack from them, over on Instagram?)

Keep well and stay safe,

James 💛