Overview
Kidly is a UK online store for babies and children aged 0 to 5, offering clothing, toys, nursery furniture and homeware. It curates a mix of its own products and third-party brands, with a focus on style and sustainability. For a premium or sustainable baby and kids' brand, Kidly is a specialist UK channel.
Who is behind Kidly
Kidly was founded in 2016 by James Hart and is based in Leavesden, near London. In April 2025 Kidly was acquired by Mori, a UK brand known for baby clothing.
What the shopper sees
Kidly is built for parents looking for stylish, practical and often sustainable products for young children. It combines its own ranges with a curated selection of brands, chosen to fit its style and values.
How brands can work with Kidly
Kidly works with brands as a curated retailer. A brand approaching Kidly should be ready with:
- Baby and young children's products with a strong design or sustainability story.
- UK child safety compliance, such as toy safety and standards for nursery products.
- High-quality imagery that fits Kidly's curated look.
- UK stock or reliable delivery into the UK.
What to keep in mind
Since its acquisition by Mori in 2025, Kidly's direction and range may change. Brands should check current buying plans directly with the company.
Why Kidly matters for brands
Kidly reaches style-conscious UK parents of young children, a valuable audience for premium baby and kids' brands.
How eBrands looks at Kidly
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you have a baby or kids' brand and want to see how Kidly could fit your UK plans, we are happy to talk it through.
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