Wolf & Badger

A London-based curated marketplace for independent fashion, beauty and homeware designers, with a physical store in King's Cross.

About Wolf & Badger

Wolf & Badger is a curated marketplace for independent designer brands. It sells fashion, beauty and homeware from designers around the world, chosen by its own team. Its support site describes it as the global curated marketplace for independent designer brands, and says it stocks only cutting-edge independent brands, selected with care.

Wolf & Badger launched in 2010. Its marketplace blog says it aims to provide a platform for designers, from all over the world, to thrive by reaching new audiences. It focuses on ethically conscious labels at accessible prices, and says most of its designers make their products in the UK or Europe, either themselves or under close supervision, using local artisans and traditional methods where possible.

The business grew from a mostly offline shop into an omnichannel marketplace, with more than 700 brands according to a Q&A published by an advertising technology company. It has physical stores in King's Cross, London, and in New York, where it holds events, and its support site also mentions a Los Angeles store. The King's Cross location includes a plant shop, a juice bar, a reading area and a rooftop restaurant, according to the same interview.

Inside the company there are several teams: store and customer service staff, a brands team that curates the roster of designers, a growth team and Wolf & Badger Studios, which handles campaign and product photography for designers and other clients. The company says it puts the customer at the centre of its decisions and builds loyalty through positive experiences, and describes its shoppers as stylish and ethically and environmentally conscious. These are company statements from the interview.

For someone interested in fashion and retail, it shows how a small business can combine a shop, a website and a creative studio. Its interview lists store and customer service teams, a brands team and a studio, so people there might work in buying and curation, merchandising, photography and content, store events, customer care and digital marketing. We did not find the founders' names, a headcount, a formal mission statement or a list of values on the pages we could read, so check the Wolf & Badger website for the latest information.

What they do

• {'desc': 'Online shop for independent fashion, beauty and homeware brands.', 'title': 'Curated designer marketplace'}
• {'desc': 'A physical London store with events.', 'title': "King's Cross store"}
• {'desc': 'Photography and campaign work for designers and other clients.', 'title': 'Wolf & Badger Studios'}

Key facts

• Launched 2010 (support site)
• Store in King's Cross, London; also New York (and Los Angeles per support site)
• 700+ brands at the time of the interview (Criteo Q&A; date not given)
• Brand selection by in-house team

Website: www.wolfandbadger.com