The online toy retailer which offers a curated range for the under-5s, has raised £4.2m from investors.

Kidly is an online toy retailer founded by former employees from Asos. Launched in 2016 by James Hart, former e-commerce director of the online fashion retailer, the company aimed to fill what James perceived as a gap in the market for parents, shortly after he had become a father himself.

The company works with parents to review its own-brand products, and describes itself as “a store built by parents, for parents, stocking the best products, not all the products, providing an effortless shopping experience and run by a friendly team, with integrity.”

Hargreave Hale, the venture capital firm, has invested in the fundraising, along with several private investors, including Nick Robertson, the founder of Asos, and Claire Nesbitt, former head of Footasylum and the daughter of David Makin, the co-founder of JD Sports.

Kidly has enjoyed a recent upsurge in sales, driven by parents looking to entertain their children during lockdown. The retailer, which focuses on products for under-5s, is set to pass £10m in revenues this year, and reported that it has thrived during the pandemic, with sales soaring by 205% between April and July. Founder James Hart commented: “This has been a difficult time for millions of parents, myself included, and we’re proud to be sharing the load when it comes to keeping their kids occupied and entertained.”