We are Wilf & Friends.

A big welcome to the club!

In a world full of choice yet short on time, Wilf & Friends is your one-stop children’s lifestyle shop for high quality, design-led clothing, decor and toys. 



We’ve got the best products, not all the products, which are thoughtfully curated by me - a mum, teacher and interior designer. Our joyful collection of treasures is here to complement family life and delight grown-ups and little ones with stylish home accessories, imaginative play, memorable gifts and well-deserved treats. You’ll even find our website is designed for one-handed use … because what busy parent can spare two?!

From our family to yours,

Autumn Style at Wilf & Friends

Celebrate the return of cosier days with chic wear, accessories and boredom buster toys for rainy days. Our curated collection is chosen with an eye for quality, longevity, playfulness and joy, and has everything you need for this season and beyond.

Shop the collection now!

The Wilf & Friends Shop

We’ve got the best products, not all the products, which are thoughtfully curated by me - a mum, teacher and interior designer. Our joyful collection of treasures is here to complement family life and delight grown ups and little ones with stylish home accessories, imaginative play, memorable gifts and well-deserved treats. Shop our collections below.

Interior
Wear
Travel
Gifts
Play
The W&F Collection

New & Trending

The Mushie Collection is new and flying! Shop spoons, cups, bibs and pacifier clips in soft, muted tones, made with non-toxic, food-grade silicone. They’re sure to add a little calm, quality and beauty to your home.

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What we are all about
at Wilf & Friends

Quality

Safety, durability and longevity are non-negotiables for us, which is why we thoughtfully hand-pick every piece.

Play

We capture imagination, spark joy and celebrate creativity in childhood, and believe shopping should be just as fun.

Education

We believe in learning through play to support intellectual and emotional development, and to help children make sense of their world.

Practicality

We believe style and substance can coexist, and you’ll find both in all of our design-led  products that make family life easier and more enjoyable.

Aesthetics

Having a baby doesn’t have to change your home and style. Our beautifully-made pieces are a testament to that.

Community

We’re here to bring like-minded people together, to share tips, ideas and conversation and support each other along this journey.

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