Baby sensory brand Etta Loves is pleased to announce Selfridges as its’ latest stockist.

Etta Loves was founded in 2016 by mum of two, Jen Fuller, a truly sensory baby brand which is backed by the science of sight.

Etta Loves produces a full range of essential baby products in the softest organic cotton, with prints which are optimised to support babies’ visual development throughout their first year. This is done with the expertise of their consultant Orthoptist, as well as an ongoing 3-year scientific partnership with The Sussex Baby Lab at The University of Sussex.

Loved by families worldwide, Etta Loves’ innovative offering and ‘kind to baby, kind to earth’ ethos does not go unnoticed. Frequently featured in the likes of Vogue, Vanity Fair, Evening Standard and the Independent, amongst others, the brand is also proud to have recently taken home two prestigious Made For Mums awards.

Being stocked in Selfridges is a benchmark for the business, and a nod to the stylised design of the stunning Etta Loves products. “This is a pivotal moment for Etta Loves, and one that is very affirming given how challenging the current retail climate is for small businesses” said Jen Fuller of the Selfridges deal.

Etta Loves is available to purchase in Selfridges London, Manchester and Birmingham stores, and will also be available to purchase through the Selfridges website imminently. SKUs include the full Etta Loves X Keith Haring collection, alongside core products from the Animal and Plants collections.