Wilf & Friends

Making shopping for kids childsplay

Founded in 2024, but envisioned long before, Wilf & Friends makes shopping playful and fun. We’re here to save you time and overwhelm scrolling through countless options, by presenting you with a consciously-curated wish list of decor, toys and gifts that wow parents and little ones alike.

Through our love of travel, we source the best products from around the world to bring you something different. Something special. Something unique. Each piece is hand-picked to match our values of style, playfulness, learning and uncompromising quality. We adore everything we stock and we’d be proud to have every piece in our own home. We hope you’ll feel the same.

Our team is here every day to assist you in finding the perfect gift for any occasion, whether it's a baby shower, a dinosaur-loving 2-year-old’s birthday, or a treat for yourself.

We’re sure you’ll find something to love in our beautiful collection of treasures, which we’re adding to all the time. This is just the start of the Wilf & Friends journey and we can’t wait to grow with you by your family’s side.

I’ll hold off on my life story, but here’s a little bit about me.

Hi, I’m Lauren, a qualified teacher and interior designer living in rural Bedfordshire. I love all things decor and I’m a big fan of neutrals paired with pops of colour. I have a 10-month-old boy (called Wilfred, funnily enough!) who is my absolute world and yes, it’s true what they say, life has completely turned on its head since having him! Apart from my love of decor and style, that is. Enough things shift when you have children without that changing too. And I want the same for you.

My interior design background has given me an eye for what looks good in your home, while the mum in me makes sure it suits your lifestyle from a practical point of view too. And, having worked with primary school children of all ages, I’m as qualified as I am devoted to childhood development, which is reflected in the products I stock.

I’ve always wanted to own a shop, and I’m living the dream bringing together my passions and experience in Wilf & Friends. Thank you for being here for the adventure, and I hope you love our treasures as much as I do.

Happy shopping,

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What we are all about
at Wilf & Friends

We celebrate childhood, we encourage creativity, and we’re here to bring like-minded parents together. That’s what makes Wilf and Friends a destination where every family feels a sense of belonging and joy. We have six key pillars that form the foundation of everything we do here at W&F...

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.