KIDLY Expands Own-Label Range Into Homeware

KIDLY, the go-to online retailer for 0-5s, is expanding its own-brand collection, KIDLY Label with the launch of its first ever feeding range. The new feeding collection complements the existing range of KIDLY Label bibs and is the culmination of six months of work by the brand’s in-house design team. Made from premium 100% food-grade silicone, each piece has been ergonomically designed with kids in mind, to make
mealtimes easier and reduce mess.

The initial range is made up of four essential pieces; Drinking Cups, a Suction Bowl and Spoon Set,
Suction Divided Plate and a Spoon and Fork Set. Available in four tonal colourways, the range is
designed for ages six months and up; from first foods to toddler meals.

This move into homeware follows 18 months of strong consumer demand, where the KIDLY Label
collection has tripled in size to more than 200 products. Homeware is one of several categories that
KIDLY will be exploring in the coming months for its own label, as it continues to look for new
opportunities to offer customers stylish, quality products at affordable prices.

KIDLY Founder, James Hart said: ‘We’re excited about this new range of feeding products, which
brings our unique designs into people’s homes for the very first time. Expanding into the homeware
space represents an important milestone in our journey to becoming a one-stop shop for modern
parents. KIDLY Label already accounts for more than one in five of the products we sell on the
website and we have big ambitions to continue growing this into new categories in the future.’