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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

Testimonials from verified Wilf & Friends customers

We absolutely love our sunnies, all ready for our holidays this year! Gorgeous colour and quality too! I can’t wait to order more things from Wilf & Friends who have a stunning collection of products for little ones!

Erin ft. Lachlan

Wilf & Friends were so helpful as I navigated buying a present for my granddaughters’ birthday. I wasn’t sure what was appropriate for her age, but I knew she loved dressing up so Lauren helped me! She bundled up the perfect gift for her and presented it in a beautiful box with a card. Thank you!

Anne ft Eva

Just wanted to say thank you! This is my second order with you and I couldn’t be happier with my purchases. The quality of the products to speedy delivery and great customer service. Will definitely be ordering again soon because your products are all so lovely! Thanks for helping with sizing too.

Carly ft Stanley & Orlaith

Being a fellow Bedfordian meant I could click and collect my order and it was ready for me the same day! You saved me when I needed a last minute gift for my daughter to take to her friend's party! Thank you, thank you, thank you!!

Sophie ft Isabella

I love Wilf & Friends! There is SO much to choose from and such a great range of clothes, toys & accessories for all ages. Archie loves his sunglasses & they're great quality. His little nursery banner will look great in his nursery too! I'll definitely be buying the matching sets when the summer hits! Lauren is always quick to respond and her prices are fab.

Lauren  ft Archie

For my son, I’ve ordered everything from baby rattles, weaning essentials, bath toys, drawing pads, play cars and more. He loves every single item and they are all great quality. There really is something for every age range too which I love, so it’s a brand your child can grow up with.

Annie FT Oliver

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,

Out style at Wilf & Friends

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!

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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