Wolf & Badger
Wolf & Badger is a London-founded multi-channel marketplace (e-commerce plus flagships in London, New York, and Los Angeles) that connects independent ethical fashion, jewelry, homeware, and lifestyle brands with conscious consumers worldwide via a transaction-based take rate.
- Company typePrivate
- Founded2010
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What Wolf & Badger does
Wolf & Badger is a London-headquartered, privately held multi-channel retail marketplace founded in 2010 that connects independent, ethical fashion and lifestyle brands with conscious consumers. The platform curates products across women's and men's fashion, jewelry, homewares, beauty and wellness, and pets, and serves customers through a global e-commerce site plus three flagship physical stores in London, New York, and Los Angeles. Its customers are two-sided: independent SMB designers and brands seeking international distribution and visibility, and end consumers seeking verified ethical and sustainable products that are difficult to source elsewhere.
The platform is built around a standard e-commerce marketplace stack with notable third-party integrations: a broad payments layer (Visa, Mastercard, American Express, Discover, UnionPay, JCB, Apple Pay, Google Pay) plus three buy-now-pay-later providers (Klarna, Afterpay, Affirm), and Cloudinary for image CDN and optimization. No mobile app, public API, SDK, or proprietary AI product is disclosed; the CEO has publicly indicated the company is exploring AI-enabled systems, but no shipped capability is documented. Marketing relies on a 900k+ Instagram following, brand storytelling through an editorial magazine, and physical retail as a brand-experience channel.
Wolf & Badger operates a marketplace-commission revenue model, earning a transaction-based take rate on sales generated through the platform. Pricing on the marketplace spans roughly $48 to $1,146+, with free express shipping over $250 and free returns. The U.S. is the largest geographic market, with sales growing from $3M in 2019 to $45M+ in 2024; cumulative gross merchandise value across the platform has surpassed $500M in 15 years of operation. The company is B Corp certified (improving its score by 34% in 2025) and was named Retailer of the Year at the 2025 Drapers Conscious Fashion Awards.
Wolf & Badger firmographics
Firmographics- Name
- Wolf & Badger
- Legal name
- Wolf & Badger
- Website
- https://wolfandbadger.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Wolf & Badger is a London-founded multi-channel marketplace (e-commerce plus flagships in London, New York, and Los Angeles) that connects independent ethical fashion, jewelry, homeware, and lifestyle brands with conscious consumers worldwide via a transaction-based take rate.
- Ownership category
- akta.pro rank
Wolf & Badger industry classification
Industry- Product category
- Online Fashion Marketplace
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Off-Price Apparel Chains (National/Regional) (CRAEABAA)
Keywords
Where Wolf & Badger is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Wolf & Badger business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Marketplace Commission: Wolf & Badger generates revenue by taking a commission on sales made through their marketplace platform. Independent brands sell their products through the platform, with Wolf & Badger earning a transaction fee on each sale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Marketplace transaction-based pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Wolf & Badger product offering
Product offeringCore offering
Wolf & Badger operates a global e-commerce marketplace connecting independent, ethical brands with conscious consumers, complemented by three physical flagship retail stores in London, New York, and Los Angeles. The platform aggregates multi-category products including women's fashion, men's fashion, jewelry, homewares, beauty & wellness, and pet products from independent brands. Brands apply and list their products on the platform, with Wolf & Badger earning a commission on each transaction.
Product overview
Wolf & Badger is a global e-commerce marketplace platform connecting independent, ethical brands with conscious consumers. The platform operates as a multi-category marketplace featuring women's fashion, men's fashion, jewelry, homewares, beauty & wellness, and pets products. The core offering includes a curated marketplace where independent brands can sell their products, complemented by a gift shop featuring curated gift selections and digital gift cards. The platform emphasizes sustainably sourced goods and ethical brand partnerships, with physical retail presence through stores in London, New York, and Los Angeles.
Differentiator
Problem solved
Functional benefit
Products and services
- Wolf & Badger Online Marketplace
- Women's Fashion
- Men's Fashion
- Jewelry
- Homewares
- Beauty and Wellness
- Pets
- Gift Shop
- Gift Cards
- London Flagship Store
- New York Flagship Store
- Los Angeles Flagship Store
Quantifiable outcome
- $500M+ cumulative brand sales milestone achieved
- +1 more outcomes
Companies that use Wolf & Badger
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Wolf & Badger technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability2 records
Feature1 record
Wolf & Badger partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Moldovan Fashion Brands (Georgette, Yulia Efros, Pearl Code)minorThree Moldovan fashion brands—Georgette, Yulia Efros, and Pearl Code—have been placed on Wolf & Badger's global e-commerce platform, joining the already-listed Julia Allert brand. The placement provides these local brands with international visibility and distribution through a recognized global marketplace. This development reflects rapid growth in Moldova's fashion industry.
Scale indicators7 records
Recent moves7 records
Expansion highlights4 records
Wolf & Badger competitors and assessment
Company assessmentBroad incumbents
- Net-a-Porter: Net-a-Porter is a leading luxury fashion multi-brand retailer offering curated designer assortments globally. It overlaps with Wolf & Badger as a multi-brand fashion platform but targets a higher price tier and is owned by Mytheresa, giving it broader incumbency.
- Mytheresa: Mytheresa is a global luxury multi-brand fashion platform with strong curation of designer labels. It overlaps with Wolf & Badger in multi-brand luxury and contemporary fashion discovery, though Mytheresa focuses on established luxury rather than emerging independent brands.
- Nordstrom: Nordstrom is a large multi-channel retailer that increasingly hosts independent and emerging brands alongside its core assortment, including through Nordstrom Marketplace. Comparable to Wolf & Badger in offering curated multi-brand discovery across price points, but at much greater scale and breadth.
- Anthropologie: Anthropologie (part of Urban Outfitters Inc.) is a curated multi-brand lifestyle retailer spanning women's apparel, jewelry, and homewares with a distinctive brand identity. Comparable to Wolf & Badger for its curated, lifestyle-led assortment and physical-plus-digital retail model.
- Farfetch: Farfetch is a global online marketplace connecting independent luxury boutiques and brands with consumers. It overlaps with Wolf & Badger in multi-brand marketplace model for fashion and accessories, but operates at much larger scale and a higher luxury price point.
Direct peers
- Etsy: Etsy operates the largest global marketplace for independent creators and small brands across fashion, jewelry, and homewares. It is the closest direct peer to Wolf & Badger because both aggregate independent sellers onto a curated discovery platform serving conscious consumers, though Etsy is vastly larger and more generalist.
- Depop: Depop is a peer-to-peer fashion marketplace popular with independent designers and small brands, particularly Gen Z. It is comparable as a marketplace enabling independent fashion sellers to reach consumers, though its resale model differs from Wolf & Badger's curated new-goods focus.
- Vestiaire Collective: Vestiaire Collective is a global marketplace for pre-owned luxury fashion and accessories with strong curation and authentication. It is comparable to Wolf & Badger as a curated marketplace for designer goods targeting conscious/style-conscious consumers, though it focuses on resale rather than new independent brands.
Emerging players
- The RealReal: The RealReal is an online marketplace for authenticated pre-owned luxury fashion, jewelry, and homewares. It overlaps with Wolf & Badger as a curated consignment-style marketplace for designer goods with a strong sustainability/circular narrative.
- Revolve: Revolve is a digitally native multi-brand fashion retailer offering curated assortments from emerging and established designer brands. Comparable to Wolf & Badger as a curated multi-brand apparel platform, though Revolve targets a younger, trend-driven customer rather than the ethical/conscious segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Wolf & Badger social profiles
Digital presenceWolf & Badger compliance and trust
Trust signalCompliance1 record
Wolf & Badger financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wolf & Badger leadership team
Management profileNumber of profiles
Profiles5 records
Wolf & Badger funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wolf & Badger M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wolf & Badger
What does Wolf & Badger do?
Wolf & Badger operates a global e-commerce marketplace connecting independent, ethical brands with conscious consumers, complemented by three physical flagship retail stores in London, New York, and Los Angeles. The platform aggregates multi-category products including women's fashion, men's fashion, jewelry, homewares, beauty & wellness, and pet products from independent brands. Brands apply and list their products on the platform, with Wolf & Badger earning a commission on each transaction.
Is Wolf & Badger a public or private company?
Wolf & Badger is a private company. It is classified as venture growth investor backed and is currently operating.
When was Wolf & Badger founded?
Wolf & Badger was founded in 2010. It employs 101 to 250 people.
Where is Wolf & Badger based?
Wolf & Badger is headquartered in London, United Kingdom, in the Europe region.
How does Wolf & Badger make money?
One revenue line is on record: marketplace Commission.
Who are Wolf & Badger's main competitors?
Broad incumbents on record are Net-a-Porter, Mytheresa, Nordstrom, Anthropologie and Farfetch. Direct peers are Etsy, Depop and Vestiaire Collective. Emerging players are The RealReal and Revolve.
Does Wolf & Badger have an API?
No public API is recorded for Wolf & Badger.
What industry is Wolf & Badger in?
Wolf & Badger's product category is Online Fashion Marketplace. Its primary akta.pro industry code is CRAEABAA, Off-Price Apparel Chains (National/Regional). Its NAICS code is 458 and its SIC code is 5600.