KIDLY Founder, James Hart said: “Our new Swim Collection combines style with sustainability, something we know is hugely important to our customers. For KIDLY, sustainability means so much more than simply using recycled materials; it’s about designing products that can be used time and again and – we hope – be handed down. Our new Foldaway Bucket & Spade Set is a fantastic example of our design ethos. Made from durable silicone and designed to be packable, we want families to take it with them whenever they head out and about – and use it for years to come.”

About KIDLY

KIDLY is a modern kids (0-5 years) fashion and lifestyle store founded by ASOS first employee and ecommerce director, James Hart. Launched in May 2016, it brings together 200+ brands and its own label, in one easy to shop place. Focusing on new product discovery, curated collections and fast and friendly service, KIDLY is challenging traditional children’s retailers by offering parents products that are design-led, genuinely useful and complement their own personal style, with real-time help during waking hours from a team of parents. Created by parents, for parents, every product also spends time with a real family to ensure the style always has substance.

For more information, visit www.kidly.co.uk