After six years of successful online trading, KIDLY, opens the doors to its first bricks-and-mortar venture in St Albans, Hertfordshire.

Open until 3rd July 2022 and located in the luxury arcade, Christopher Place, the store allows shoppers to see, touch and try KIDLY products before they buy. 

Bringing its webstore to life, the pop-up showcases KIDLY’s own collection of eco-conscious clothing and home accessories (KIDLY Label) alongside a considered curation of other brands that match KIDLY’S ‘design-led and genuinely useful’ ethos.

To help shoppers navigate intuitively, the store is zoned around times of day and typical family activities, with areas dedicated to mealtimes, bedtime and getting dressed. There are also exciting seasonal collections, like KIDLY Label’s Spring/Summer ‘22 Swim & Beach collection.

Because KIDLY is a community as well as a retailer, the space has been designed to double as a fun meeting spot, with in-store book readings, events, demonstrations and promotions planned across the three month period.  

KIDLY Founder James Hart commented: “I’m thrilled to be opening our doors for the first time in St Albans, the city where our business started. As a digital-first retailer, we’re excited to be stepping out from behind our laptops, meeting customers in person and showing them our growing own-brand collection, KIDLY Label.’

The store is located at 9 Christopher Place, St Albans and is open from 10am-5pm Monday-Saturday and 11am-5pm on Sundays, until 3rd July.  Anyone who can’t get to the store can follow KIDLY on Instagram @wearekidly for a virtual visit.


KIDLY is a modern kids’ fashion and lifestyle store for 0-5s, founded by ASOS’s first employee and ecommerce director, James Hart. Launched in May 2016, it brings together 300+ brands and its own brand – KIDLY Label – in one easy-to-shop place. The focus is on new product discovery, curated collections and fast and friendly service, with every product tested by a real family. KIDLY challenges traditional children’s retailers by choosing products that are design-led, genuinely useful and that complement parents’ own personal style, with real-time advice during waking hours from a Live Chat team of empathetic fellow-parents.