Award winning creative children's store Olive Loves Alfie was founded in London in 2006 by Ashlyn Gibson. An inspirational hand picked range of Scandinavian childrenswear, globally sourced toys, games, books and homewares was curated to challenge the traditional view of boy-and-girl style and play. Olive Loves Alfie works with small producers and independent designers who strive to achieve organic and sustainable production. This is a destination store for innovative kids design where you will discover products that have hand me down potential and are destined to become modern heirlooms.
Recognised in the Junior Magazine Design Awards and The Telegraph Small Shop Awards, in 2015 the store was crowned "Best Established Children's UK Independent Retailer" by industry experts Children's Wear Buyer. The pioneering concept that trailblazed the world of children's retail inspired a whole new generation of children's stores.
With a background in fashion, founder Ashlyn ran her own label in the 80's and went on to become Head of Creative for iconic British footwear brand Red or Dead. Having travelled the world researching and designing, Ashlyn distilled her own experience together with the inspiration from her daughter Olive to give her a new focus - the modern family. She went on to write two bestselling books, Creative Family Home and Creative Children's Spaces.
The store name stems from a tee Ashlyn made with 'Olive Loves Alfie' on it for Olive's best friend Alfie, over 10 years ago and it went down a storm! Just after Alfie's birthday Ashlyn had a major rethink about her work life. Walking away from the corporate world and global travel she swapped the demands of a big job for the demands of running her own show. Life as a mama was right where Ashlyn wanted to be so she opened a kids concept store in her local neighbourhood ... and called it Olive Loves Alfie.
In 2016, to mark the 10th birthday of the store, Olive Loves Alfie East opened in London's hip East Village. The village lifestyle store was conceived for the creative family with a selection of modern essentials for men, women, children and the home. Working in collaboration with Emma Paton, an ex-Boden buyer and style blogger over at Finlay Fox, the store is home to a sellout series of inspirational workshops and meet ups for parents.
In 2017 Ashlyn and Emma came together with 6 decades of experience in the fashion business and three children between 11 months and 13 years between them. A shared love of design and passion for sustainable fashion fuels the powerhouse that is relaunching and rebranding www.olivelovesalfie.co.uk
They continue to search for sustainable, ethical and beautifully designed products to champion. Through OLA Mama! their community is thriving with a programme of creative, holistic, style and family events.
Thank you for visiting our new website, we hope you discover some lovely original things to buy and cherish for you and all your family!
Ashlyn & Emma x
PS You can also check us out over on Instagram
. We'd love you to share what you bought so please feel free to tag us