Baby sensory brand Etta Loves has secured Selfridges as its latest stockist. Founded in 2016 by mum of two Jen Fuller, the baby brand is backed by the science of sight. It offers a full range of essential baby products in organic cotton, with prints that are optimised to support babies’ visual development throughout their first year.

Supporting the science behind Etta Loves is the expertise of the brand’s consultant orthoptist. Plus, an ongoing three-year scientific partnership with The Sussex Baby Lab at The University of Sussex. Securing Selfridges as a stockist is a benchmark for the business, and also a nod to the stylised design of the Etta Loves products.

 

 

Commenting on the Selfridges deal is brand founder, Jen Fuller. “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.”

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

For further information on Etta Loves and the science behind its products, please click here.