KIDLY, the online kids’ retailer for 0 to 5 years, has launched its first crowdfunding campaign via the Seedrs platform. The campaign, which went live publicly this week, has already achieved 95% of its £1 million investment target, with 85% of this reached in the first two days.

The drive for investment comes as the online retailer continues to build on the success of its own-label collection, KIDLY Label, which it launched in 2019. Steadily expanding, the range has grown from seven options at launch to 250+ today, spanning seven categories.

 

 

A strong year of product growth has seen the award-winning collection sell over 275,000 units in the past 12 months, accounting for 40% of all units sold. Making up 25% of the revenue mix, KIDLY Label has a loyal brand following that delivers KIDLY’s highest customer repeat rates to date.

The move to accelerate KIDLY Label’s development comes at a time when the brand is also looking to reduce its offering of third-party brands, as its own-label typically achieves a 20% higher gross margin.

 

 

The new strategy places greater focus on stocking brands that truly complement the KIDLY Label aesthetic.

Commenting is KIDLY founder and CEO, James Hart. “Our own brand, KIDLY Label, has generated over £3 million in sales in the past 12 months alone. The time is right to accelerate the growth of the collection and capitalise on its potential, as we know customer appetite is there.

“This focus on own-label growth, coupled with the rationalisation of our third-party brands, puts us on a steeper profit trajectory and gives us a great position to scale from.”

 

 

Since November 2022, KIDLY Label has been sold on the NEXT platform. This crowdfund investment will allow KIDLY to work with more strategic wholesale partners to raise brand awareness and re-enter international markets, such as the US and Europe.

For further information on KIDLY’s crowdfunding campaign, please click here.