In a world where sustainable parenting is more than a trend, Bundlee is leading the charge to redefine how families dress their little ones while caring for the planet. Eve Kekeh, founder and CEO of Bundlee, the UK’s first baby clothing rental subscription service, has been awarded the distinguished Women in Innovation Award 2025 by Innovate UK. This recognition with a £75,000 grant demonstrates the impact and growth of a company committed to “revolutionising sustainable children’s clothing through rental innovation,” Eve Kekeh said.
How Bundlee Works
Bundlee’s circular model is tailored for families dealing with rapidly growing children. With babies outgrowing seven clothing sizes in just two years, Bundlee offers a monthly subscription where each £24 package includes 15 carefully chosen pieces. Subscribers receive quality baby and toddler clothes delivered in reusable packaging and swap outgrown items for the next size as needed. “You keep the clothes for as long as your baby needs (or fits into) them—the average is three months—and then return them in the original bag,” Bundlee pointed out. Every garment is cleaned professionally and rotated among families.
The subscription includes a Cleanliness Guarantee and item protection, removing stress about stains or normal wear. On average, clothing is shared among five families before being donated or recycled.
Ownership and Leadership
Eve Kekeh was inspired to create Bundlee in 2018 after noticing the excess clothing generated by her siblings’ growth spurts. “Being the oldest sister by 18 years, I’d witnessed my siblings rapidly outgrow their clothes and, as a result, bin bags were often lined with clothing waste,” Eve Kekeh highlighted. Her response was a system where each garment fulfills multiple cycles of use.
Bundlee has secured over £1 million in funding, with backers such as Monzo and Sweaty Betty’s co-founders. This funding has enabled the company to expand its team, scale operations, and drive innovation within the rental market. Support from Innovate UK led to the development of a sophisticated inventory management system, helping Bundlee reach nearly 100,000 clothing rentals and build partnerships with leading sustainable brands.
Benefits for Consumers
Families using Bundlee can significantly reduce annual clothing expenses. Each rental helps to lower water usage and cut carbon emissions compared to buying new, as Eve Kekeh emphasized. Moreover, for each Bundlee rented, customers can reduce their CO2e emissions by 86% and save 96% of the water compared to buying, making Bundlee the go-to option for eco-conscious parents who want to make purchasing decisions to preserve a greener future for their children and generations to follow. The service also helps households manage clutter: According to a survey by environmental charity Hubbub, seven out of 10 parents still have clothes their children wore as babies even though they have long outgrown them, adding up to an estimated 183 million unworn items of baby and children’s clothing piled up in wardrobes across the UK.
Applications for Sellers
Bundlee collaborates with leading brands, including Stella McCartney Kids, Patagonia, MORI, Mini Rodini, ARKET, Clarks, and Vivobarefoot, allowing them to prolong product life and engage with eco-conscious families. The in-house Bundlee Originals collection boasts““All our clothes (including the clothes from our premium partner brands) are sustainably produced, made from OEKO-TEX cotton, safe forbaby’ss skin, and durably designed to be worn many times”” Eve Kekeh explained.
Future Outlook
With support from the Women in Innovation Award, Bundlee is expanding its reach. As clothing rental platforms grow, they help families reduce their environmental impact by promoting re-use, cutting down on water usage, and lowering carbon emissions compared to buying new clothes. The company continues to scale while encouraging more households to adopt eco-friendly habits and keep clothing in circulation for longer.
The clothing rental market is set for significant growth as global revenues are projected to more than double over the next decade. Bundlee is helping transformchildren’ss fashion for a better future, with rental platforms fostering sustainability, flexibility, and widespread adoption of circular models in the apparel industry.
