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About us

Going Green

Taking responsibility.

We're very aware that just by running our business - sourcing 200 brands from round the world, making our own KIDLY Label products and shipping hundreds of items to you daily - we have an impact on the environment.

But we're continually working to reduce this impact. So we thought we'd create and update this page to keep you up to speed on our progress.

Loving eco brands.

We've always focused on finding innovative, conscious brands. Here are just a few of those we love - but you can see many more in our Eco Shop.

Eco Rascals is the brainchild of two mums on a mission to make sustainability stylish, with organic bamboo and silicone tableware that's plastic-free, biodegradable and as funky as it is practical.

Plan Toys only uses wood from retired rubber trees to create sustainable toys that boost children's development and look good in your home too.

Veja creates stylish and sustainable kids shoes using only recycled and fairtrade materials. Every part of their production process considers the environment.

Hevea is all about sustainability, natural materials and waste reduction. For their dummies, toys and placemats, they use recyclable natural rubber and sustainable rubberwood.

Designing KIDLY Label.

We've got the same ‘Going Green' ambition with KIDLY Label.

Where we can use an organic or sustainable fabric, we do.

For example, we already make Organic Ribs, Leggings, Sweatshirts, Dresses, Sleepsuits and Pyjamas and, in the very near future, all our cotton clothing will be 100% organic. Everything we make is, and will continue to be, OEKO-TEX certified - which means no harmful chemicals are used in the dyeing process. We use 100% natural rubber to make our Rain Boots, our Eco Tableware is 100% recyclable and biodegradable, while our Recycled Swimwear & Outerwear is made with fabric woven from recycled yarn.

If we can't currently make a KIDLY Label product out of sustainable or recycled materials, we make sure it's the highest possible quality. That way, it's longer-lasting and can - we hope - be handed down.

Our packaging.

Just in the last year, we've made these improvements:

  • We now have six box sizes, meaning there's less 'space waste'
  • All our box infill is biodegradable
  • We swapped plastic parcel strapping for recyclable paper tape
  • Document wallets and KIDLY Label garment bags are now biodegradable
  • We switched all our shipping bags from plastic to recyclable paper
The packaging we use at KIDLY: cardboard box, 'Hello Baby' card, paper strapping tape, paper shipping bags and air-filled box infill

Doing your bit.

To make these changes count, more of our packaging needs to end up in the right place. Here's how best to take care of it:

Recyclable symbol 100% recyclable Pop in the recycling All cardboard boxes Recycled cardboard painted with water-based paints
'Hello Baby' cards 100% recycled card
Paper strapping tape Paper with natural rubber resin
Shipping bags Natural kraft paper
Biodegradable symbol Biodegradable at landfill Pop in the bin Opus Bio box in-fill High density polyethylene (HDPE)
KIDLY Label garment bags Poly lactic acid and Poly butylene adipate-co-terephthalate (PLA/PBAT blend)
Document wallets Oxo-degradable polypropylene (PP)
Waste symbol Not recyclable yet Pop in the bin Delivery note Coated paper

Not ready to part with your box? Check out what some of our fab customers have made from their KIDLY boxes...

  • Build an airplane with boxes and a bit of cellotape
  • A lion mask made out of the orange KIDLY box and yellow tissue paper
  • Use a couple of big boxes to make a playhouse complete with door and windows
  • Fill a small box with furniture to make an orange doll's house
  • Reuse the box as a gift box by turning it inside out and decorating it with an ink stamp
  • Cut the boxes into triangles to make an igloo

Reducing waste.

Stacks of samples and products pass through KIDLY HQ on a daily basis. We always donate spare items to local charities and hospitals, or put them in our sample sales. We keep a small selection of stock for charity requests: contact us if you'd like to find out more.