Why we're here.

In my 15 years at ASOS I grew to love what we had built; a true fashion destination, selling a trusted edit of the world's best brands and our own-label.

So, when I became a dad I looked around for a similar edit of 'all things kids', but it just wasn't there. Rather than settle, I decided to do something about it and, in 2016, we launched KIDLY, the only store a modern shopper needs for the 0-5s in their lives.

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How we do things.

To us, a modern kids store means a store built by people that know kids, stocking the best products, not all the products, providing an effortless shopping experience and run by a friendly team, with integrity.

This is how we break it down:

The Shop

Inspiring and effortless

You won't labour through our store. We hope you'll be inspired by the constant newness, finding beautiful things at every turn, curated into meaningful collections that reflect your own sense of style and each stage the little one you're shopping for, is at. We continuously strive for the KIDLY experience to be effortless, from the website to your door. The Customer Care team is bend-over-backwards helpful. Plus, we design the website to use one-handed, because what busy parent can spare two?

See what's new.

The Products

Always style and 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. Many of the products we stock and everything we design ourselves 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 0-5s. 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.

Shop KIDLY Label.

The Parents

Custodians of the collection

KIDLY Parents are hundreds of mums and dads who help us fit all KIDLY Label garments on real kids in a real environment, who test (and keep!) products before we sell them, so we can stand by our 'genuinely useful' promise, and who operate our live chat, so you can talk to someone who cares and understands. Of course, many of us here at KIDLY HQ are parents too!

Apply to be a KIDLY Parent.

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Helpful, Friendly, with Integrity

To put it simply, how we behave trumps everything. So much so, that over the last few years we've crafted a set of values to live by 👇

Our values.

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 chance 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.
  • We're all in it together. So be nice to customers, suppliers and each other. Do not assume equality, inclusion and tolerance is everywhere. Champion it at every opportunity.
  • 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.
  • Being a new parent is daunting, yet it's a well-trodden path. We'll always back up our choices with parent feedback and opinion.
  • In taking responsibility - we continually strive to lessen the impact we have on the environment. See how we're Going Green.
James Hart

James Hart



From verified KIDLY customers

“The quality of the products I’ve ordered from KIDLY is honestly sensational. It truly is value for money. If you’re looking for high quality items that will educate your little one as well as entertain them, give KIDLY a try! Also delivery was fast & eco-friendly with all of the packaging being recyclable. Well done to KIDLY for nailing my customer experiences.”


“It's my go to for the majority of my shopping for my kids. It covers pretty much all I need and I know the quality has been curated and I have never been disappointed. My kids have been dressed in KIDLY own brand for two years and love the quality and cut. Never change KIDLY.”


“Not only do KIDLY have the best prices for kiddie’s stuff, but their customer service is amazing. If you thought John Lewis was good at customer service, these guys are 1000x what John Lewis is and more… Thank you all for everything ❤️”