Online children’s retailer KIDLY is getting ready for summer with new own label offerings – a Recycled Swim Collection and Foldaway Bucket & Spade Set.

The KIDLY Label Swim Collection 

Following the success of the first KIDLY Label Recycled Swim Collection in 2020, the range has expanded with more styles and colours on offer. Priced from £12.00, the collection combines good looks, safety and sustainability, the seven mix-and-match pieces are all made from 80% recycled pre-consumer nylon waste and OEKO-TEX-certified dyes and they give parents the reassurance of UPF50+ sun protection.

Foldaway Bucket & Spade Set

Complementing the new Swim Collection is KIDLY Label’s first non-clothing product and signature invention – a Foldaway Bucket & Spade Set. Available in 5 colourways and priced at £14.00, this is the culmination of six months work by KIDLY’s in-house design team, the ergonomic collapsible silicone bucket has a generous 2 litre capacity but folds down to a tiny 5cm tall.

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.”


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.

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