Online retailer for 0-5s, KIDLY, launches its first ever feeding range, designed for ages six months and up; from first foods to toddler meals.

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.’


KIDLY is a modern kids’ fashion and lifestyle store for 0-5s, founded by the first ASOS employee and ecommerce director, James Hart. Launched in May 2016, it brings together 300+ brands and its own label in one easy-to-shop place. Focusing on new product discovery, curated collections and fast and friendly service, with every product tested by a real family to make sure the style always has substance. Named as no. 4 in the  Startups 100 Annual List of Most Disruptive New UK Businesses, KIDLY is challenging traditional children’s retailers by offering parents products that are design-led, genuinely useful and complement their own personal style.