Wolf & Badger
Wolf & Badger is a London based online marketplace and store concept for independent fashion, accessories and jewellery brands, founded in 2010 by brothers George and Henry Graham. It combines e-commerce with physical stores in London and New York.
| Founded | 2010 |
|---|---|
| Founders | George Graham, Henry Graham |
| Origin | Notting Hill, London |
| US store | SoHo, New York (2017) |
| Website | wolfandbadger.com |
What is Wolf & Badger?
Wolf & Badger is a British retail business that sells only independent brands. Brothers George and Henry Graham launched it in Notting Hill, London, in 2010 as an online marketplace and showroom, aiming to bring hundreds of independent labels to shoppers.
History
After the Notting Hill showroom, the company opened a Mayfair shop in 2012. In March 2017 it opened its first US flagship on Grand Street in SoHo, New York, its first location outside London, with upper floors focused on fine jewellery.
Products and positioning
The assortment covers womenswear and menswear ready to wear, accessories and jewellery. In its stores, lesser known labels rotate on a three month cycle, giving emerging designers physical exposure alongside online sales. Prices span from small accessories to high value diamond jewellery.
Business model
- Curated marketplace limited to independent brands
- Online platform combined with physical stores
- Rotating store space for emerging labels
Why it matters
Wolf & Badger is an example of the curated marketplace model in fashion, offering small brands a route to customers in London and New York without building their own retail networks.
Frequently asked questions
Who founded Wolf & Badger?
Wolf & Badger was founded in London in 2010 by brothers George and Henry Graham.
What does Wolf & Badger sell?
Wolf & Badger sells clothing, accessories and jewellery from independent brands, online and in its stores.