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KIDLY
A world of beautiful, practical, toys, décor, essentials, clothing, accessories and even more – all in one handy place!
KIDLY is a parent-led business on a mission to make shopping for little ones enjoyable and effortless. A store for 0-5s, KIDLY brings together design-led and genuinely useful things into one easy-to-shop place. With the belief that style and substance can coexist, they hunt out great brands and products that do just that, so parents never have to compromise!

Take the toys section, for example. You’ll find all you need for fun with your babies, toddlers and younger children – and yet only options you’ll be happy to see in your home. Ride ons, learning toys, musical ones, wooden toys, building toys, role play, open play, transport toys, bath toys – you’ll find them all here!

Hand curating finds from over 200 brands, all products come Parent Tested and pre-approved. Everything spends a month with a real family, being put through its paces; if they don’t love it, then they don’t sell it. Simple!

In addition to curating brands KIDLY also has its own line of clothing, KIDLY Label, a collection of versatile ‘superbasics’ that fit seamlessly into any mini-wardrobe with a focus on quality fabrics, thoughtful designs and inspiring colours.

KIDLY is founded by ex-ASOS director and dad to three boys, James Hart. Frustrated with the limited choice and availability of cool things for his little ones, James has created the store he wanted to shop.

“An amazing shop - so many options and every one a great one! (So EASY to tick off my list in one place!)”

Esther