Page 29 - September 2020

A Vision to
Innovate
Founded by brothers Henry & George Graham in 2010 with a small boutique in Notting
Hill, Wolf & Badger utilises the high global demand for independent design and replicates the
physical retail concept in an online platform. Here, RLI speaks with George Graham, Co-
Founder of Wolf & Badger to learn more about the concept behind this ambitious company.
T world. Wolf & Badger provides a platform which opportunities in the EU, particularly Germany where they
he company was founded with the intention
now have a significant online presence.
of disrupting a deteriorating high street and to
Graham feels that there is still plenty of room for growth in the
solve the problems of physical retail in a digital
takes the effort out of finding and sourcing sustainably and Away from these markets, he feels there is growing potential in
UK, alongside substantial additional potential in the US and Europe.
ethically produced jewellery, fashion, accessories, homeware
China and the South-East Asia region, and that the company is
and beauty, without compromising on quality and design.
already beginning to see some strong online sales in these regions.
Innovation is one of the core values of Wolf & Badger and
Primarily the business operates through its online
marketplace where they connect over 900 ethical bands with
customers from around the world. They also have stores in this is demonstrated by the range of proprietary technology
solutions they have built over the last few years to help
London and New York which are used to host events and independent brands scale internationally with ease.
engage with local communities and the two storefronts also “We are rapidly growing our engineering teams to ensure
serve as content hubs to help boost its online presence. we continue to deliver the very best solutions for the
“Like most businesses, we have had to radically reassess our brands we work with, to help create a seamless customer
plans and priorities because of the coronavirus,” explains George experience when buying from these brands, regardless of
Graham, Co-Founder of Wolf & Badger. “Notably, we were mid- where in the world they are based,” says Graham.
way through planning some further physical expansion with a store From day one the business had a global outlook and mind-set
in Los Angeles to help scale our California operations. However, of working with designers from all around the globe. Whilst its
because we have not been able to travel to the US during the last website is global, they tailor their offer to different markets and
few months, this has been put on hold for the time being.” in the case of its New York store it carries a different selection of
The safety and wellbeing of its staff and customers is paramount products and brands to suit the local market. Whilst they of course
to Wolf & Badger, and because of this they actually closed their cater to a global customer base and carry brands from all around
stores before being mandated to by government guidelines. the world, it remains hugely important to them to be conscious of
When it did come time to re-open their locations, they put in local nuances and adapt their product offering accordingly.
place all the necessary new processes along with many more to “We offer something very different and unique to any
ensure they were able to operate in a safe and compliant manner. other retailer, with over 35,000 products across not only
“Our head office team continues to work very effectively apparel and accessories categories but also now homeware,
on a remote basis and we are adapting our overall company beauty and other lifestyle verticals. This broad yet curated
policies to reflect the new normal. While it has been a difficult selection of products and brands combined through our
few months for everyone, we have really come together as a technology solutions and augmented with traditional retail
team and community to make things work,” explains Graham. customer service and experience really attracts customers
Most recently the brand’s two London stores have been and continues to bring them back,” Graham points out.
consolidated into one flagship London location in the He goes on to explain that ultimately, they are only as strong as
vibrant new Coal Drops Yard area of King’s Cross. The entire the incredible independent ethical brands that they carry through
premises has been transformed into a dynamic and exciting the platform, and the truly innovative and individual nature of the
space where people can go and spend the entire day, meet brands is what really makes Wolf & Badger what it is.
friends, shop, eat, drink and experience something new. “Our vision is to innovate and disrupt distribution for
In the coming months the business will be resuming its global commerce, sustainably,” Graham explains. “We are just
plans for Los Angeles as well as continuing to scale its online at the start of our journey, so expect to see a lot more from
reach in the US. They are also looking at some additional Wolf & Badger over the months and years to come.”
“We offer something very
different and unique to any
other retailer, with over 35,000
products across not only apparel
and accessories categories but
also now homeware, beauty and
other lifestyle verticals”