About us

Our Story

Why we're here

I spent 15 years at ASOS and loved what we built there. It had become a one stop shop for fashion loving 20 somethings, selling a trusted edit of the worlds best brands and our exclusive own-label, via an easy to use and friendly shopping experience. There really was no reason to shop anywhere else.

So, when I became a dad I looked around for that trusted edit of ‘All Things Kids’, but it just wasn’t there. By 2012, when my third son was born... still nothing.

That's when I decided to do something about it and, in May 2016, we launched KIDLY.

What guides us

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 punt 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.
  • In taking responsibility - We continually seek out ways to lessen the negative impact we have on the environment.
Skip Hop lunch bag, snack cup and food jar make lunch time food

How we do things

Our store

Things for kids you'll love too

You won’t labour through our store. We hope you’ll be inspired by the constant newness, finding beautiful things at every turn, whether browsing, searching or reading our articles for some inspiration. And we design the website to use one-handed, because what new parent can spare two?

See what's new.

Our collection

Always style with 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 0-4s. 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.

Our 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.

Apply to be a KIDLY Parent.

Our hospitality

Making parents' lives easier.

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. We Price Match, so you don’t need to shop around and Club KIDLY continuously rewards you from your first purchase until your youngest starts big school.

Find out about Club KIDLY.

James's signature James Hart Founder