Loved Before, the UK’s pioneering sustainable soft toy rehoming agency, is entering the US market, launching with luxury department store Bloomingdale’s on 8 March 2025. Known for its mission to “save the planet, one teddy at a time,” Loved Before is redefining the toy industry by giving pre-loved soft toys a second chance at life.

Small steps lead to big changes, and for more than 150 years, Bloomingdale’s has set the trends and defined what’s next. The partnership with Loved Before leans into its brand vision and mission, as it looks ahead to create a world where sustainability is at the forefront.

 

 

Commenting is Loved Before’s founder and CEO, Charlotte Liebling.

“This is a huge moment of two ambitious brands coming together and forging a new path in the industry. Loved Before’s mission is to create a brighter, healthier future, and we couldn’t be more excited to officially bring that mission into the USA alongside Bloomingdale’s as a partner.”

At the heart of Loved Before lies the belief that there are enough soft toys in the world to not have to produce another for a very long time. Each toy is lovingly restored at the Loved Before ‘spa,’ where they go through a rigorous process known as the Five Point Floof Method. Once refreshed, repaired and packaged along with their bios, they are ready to find new homes with children and adults alike, creating new memories and adventures together.

For further information on Loved Before, please click here.