Wolf & Badger has become a global destination for those seeking unique, ethical, and independent brands. Founded in 2010 by brothers George and Henry Graham, the company has grown from a single London store into a B Corp-certified platform with a presence in London, New York, and Los Angeles. Its mission is clear: to provide a marketplace where consumers can discover products that are not only stylish and original but also made with care for people and the planet.
Certified B Corp
Wolf & Badger is a certified B Corp, which means the company is legally required to consider the impact of its decisions on all stakeholders, not just shareholders. This commitment shapes the way Wolf & Badger operates and how it selects the brands featured on its platform. According to the company, they are dedicated to supporting ethical and sustainable practices, aiming to offer products that are better for people and the planet. By holding themselves to these rigorous standards, Wolf & Badger stands out in the retail industry and gives customers confidence that their purchases support businesses that value transparency, responsibility, and long-term positive impact.
Online Marketplace
The company’s online marketplace features a wide array of fashion, beauty, homeware, and lifestyle products from more than 2,000 independent designers worldwide. From artisan-made clothing and accessories to natural skincare and sustainably sourced home décor, Wolf & Badger’s selection is designed to help shoppers make informed, responsible purchasing decisions. This approach is helping to shift consumer behavior toward more sustainable and ethical shopping choices, providing an alternative to fast fashion and mass-market retailers.
Retail Stores
Physical stores remain an important part of Wolf & Badger’s strategy. With locations in key cities like London, New York, and Los Angeles, the company offers customers the opportunity to experience its curated selection in person. These stores are more than just retail spaces—they are hubs for community events, workshops, and demonstrations that celebrate independent makers and ethical craftsmanship. For example, the company recently hosted a week-long series of events at its Soho flagship, featuring live art, sustainability discussions, and hands-on creative sessions led by the designers themselves. Each day, visitors could meet the makers, learn about their processes, and gain a deeper understanding of the values that drive their work.
Wolf & Badger’s impact is also reflected in its business performance. Despite a challenging environment for luxury and online retail, the company’s revenues have grown by 15% in 2023. “We are delighted to have continued to deliver growth alongside profitability in 2023, despite undoubtedly challenging market conditions,” said George Graham, chief executive and co-founder of Wolf & Badger.
Looking Ahead
Wolf & Badger plans to continue expanding its physical presence in the U.S., with potential new locations in Texas and Florida, while maintaining its focus on curation and community engagement. The company’s ambassador program, launched in 2024, invites content creators to help spread the word about independent, ethical brands. By offering a platform for designers who care about people and the planet, Wolf & Badger is helping to shape the future of responsible retail.
