London’s Award‐Winning Children’s Lifestyle Store


Across the pond, Olive Loves Alfie is known as “the most inspiring children’s independent in the country.”

Hand-picked style. London-based Olive Loves Alfie was established in 2006, offering childrenswear, housewares, women’s wear, toys and games, quickly becoming THE destination family lifestyle store not only for discerning parents, but also for designers seeking the “Olive Loves Alfie” seal of approval.

Without exception, all of the products at Olive Loves Alfie must qualify by their quality and design to have hand-me-down potential, or to become modern heirlooms.

Olive Says. Here are some of the things you will find at the store, in London and online: Contemporary and iconic children’s books including a selection from Charley Harper; children’s clothing from Bakker Made With Love, Bonnie Baby, Dandy Star, Ej Sikke Lej, Katvig, Kidscase, Louie Louis, Marimekko, Monkee Genes, Mini Numph and Mini Rodini; creative kits, games and toys from Button Bag, Djeco, Mibo and Sparrow Kids; heirlooms from an inspired portfolio of collaborations with artists and illustrators. In addition, the company launched design consultancy Olive Says in 2010.

From London to Tokyo. Founder Ashlyn Gibson has parlayed her rich background in fashion into a whirlwind of adventure, traveling the world in search of design inspiration, which has all come together with Olive and Alfie. In 2011 alone, style icon was honored with a Best Independent Fashion Retailer runner up award at the Junior Design Awards and was shortlisted in the Best Children’s Shop category for the Telegraph Shop Awards.

Recently, Ashlyn launched a contemporary paint collection at Bubble London. Soya‐based Olive Loves Alfie Colour is an extension of the store’s visionary style and concept, designed to bridge the gap between child and adult spaces in the home. Produced in collaboration with The Nursery Paint Company, the colors are blended using a secret recipe to ensure the paint is free from harmful toxins and chemicals. At the trade show, which took place in January, Ashlyn and her team created an installation for the entrance.

  • Children’s Retail Today publishes new posts on Tuesdays, Wednesdays and Thursdays. If you want to get the word out about your innovative, imaginative and inspiring products for children, contact me today!
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