May 2016

Britain's Wolf & Badger Adds Beauty, Grooming and Kidswear Categories

London retailer Wolf & Badger, known for carrying under-the-radar independent designers, is increasing its product offer with plans to stock beauty, grooming and children's wear, WWD has learned.

"We are regularly approached by a variety of great brands wishing to sell with us, and which don't sit within the traditional merchandising mix we carry online or in-store", said the store's creative director Henry Graham. "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. Moving into beauty and kids was the next natural step."

The beauty and grooming range will include organic and sustainable products from brands including Skin & Tonic; Handsome London and Art de Parfum. Meanwhile, the children's wear line up will cater to kids from ages two to 13 and will feature labels such as Chateau de Sable, Jessie and James and Love Made Love.

Launched in 2009, the company has two brick-and-mortar stores, in Mayfair and Notting Hill, and an e-commerce site. It carries more than 600 independent labels including Rixo, Lautem and Latelita London.