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Kidly own label expands into homewares

Online retailer for under 5s, Kidly, is expanding its own brand collection, Kidly Label, into the homewares category with its first feeding range.

The new collection complements the existing range of Kidly Label bibs and is the culmination of six months work by the in-house design team. Made form 100% food-grade silicone, each product has been ergonomically designed with kids in mind.

The initial range comprises of four pieces – Drinking Cups, a Suction Bowl and Spoon Set, Suction Divided Plate and a Spoon and Fork Set. Available in four colourways, the range is designed for children ages six months and over.

Following 18 months of strong consumer demand, the Kidly Label has triple in size to more than 200 products. Homeware is one of several areas that the brand will explore in the coming months.

Kidly founder, James Hart, said: “We’re excited about this new range of feeding products, which brings our unique designs into people’s homes for the very first time. Expanding into the homeware space represents an important milestone in our journey to becoming a one-stop shop for modern parents.

“Kidly Label already accounts for more than one in five of the products we sell on the website, and we have big ambitions to continue growing this into new categories in the future.”

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