Welcome to KIDLY Things for kids you'll love too

About us

Our Story

Why we're here.

In my 15 years at ASOS I grew to love what we had built; a one-stop, easy to use fashion shop, selling a trusted edit of the worlds best brands and our own-label.

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

How we do things.

To us, a modern kids store means a store built by parents, for parents, 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 stage of parenting. 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. Plus, we design the website to use one-handed, because what new 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. 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 0-5s. 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. We call them our superbasics.

Shop KIDLY Label.

The parents

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. Of course, most of us here at KIDLY HQ are parents too!

Apply to be a KIDLY Parent.

The KIDLY way

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 👇

  • Helen, Øyvind, Jo and Rae have been with KIDLY from the early days
  • Tash, our website developer, and her daughter Serena
  • Vic, our creative director (and baby whisperer)
  • The new generation of KIDLY family

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.

We believe:

  • 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.
  • 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's signature James Hart Founder