May 2016

Designer fashion independent Wolf & Badger has diversified into beauty and kidswear brands for the first time.

From today, it will sell kidswear for children aged 2-13 online and in both of its London stores, on Dover Street in Mayfair and Ledbury Road in Notting Hill.

Launch brands include Bryony & Co, Chateau de Sable, Jessie & James, Love Made Love, No Added Sugar, Pupe & Cavalieri, Toby Tiger and Zatchels.

The beauty offering will be online only. Among the brands available are Aroma Lab fragrances, men’s skincare brand Bad Norwegian and Ambre Botanicals bath and skincare.

The aim is to carry around 50 brands in each of the two new categories by the end of 2016, beyond which it will continue to gradually expand the ranges based on feedback from customers.

Creative director Henry Graham, who co-founded the business with his brother George in 2009, said: “We are regularly approached by a variety of great brands wishing to sell with us which don’t sit within the traditional merchandising mix we carry online or in store.

“Historically we have said no to them, but with customer demand burgeoning for certain categories, there was no longer any reason why we shouldn’t be showcasing and selling certain other product types alongside our existing range. We have always been known for selling the best under-the-radar independent brands and moving into beauty and kids was the natural next step.”

Wolf & Badger now houses more than 600 labels in total.