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Our standards

There are thousands of baby products. We find the ones worth bringing home.

London & Co. is named for our son, London. It exists for one reason: there is far too much to choose from, and finding the things truly worth bringing home shouldn't be this hard.

Everything we carry is considered against six standards: design, quality, usefulness, comfort, giftability, and maker integrity.

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Design
It has to look like something you'd leave out on a shelf, not hide in a drawer.
Quality
It should be made well enough for the washing, wearing, and everyday use the little years bring.
Usefulness
It should earn its place — through everyday usefulness, a moment made easier, or a memory worth keeping.
Comfort
Soft where it matters, comfortable in real life, and made with materials we'd feel good choosing for the little years.
Giftability
It has to be something you'd be pleased to hand over, and pleased to receive.
Maker integrity
We want to know who's behind what we carry — real makers and brands whose products, practices, and reputation we can stand behind.
How it works

Our pieces ship directly from the makers we carry. It's what lets us bring together a wider collection without filling a warehouse with inventory. If your order includes pieces from more than one maker, they may arrive in separate parcels — and we'll make that clear before checkout.

What we won't do

No invented reviews. No countdown timers. No permanent sale. No health or safety claims a maker hasn't documented — and nothing on these pages that we can't actually sell you.

For makers

A considered collection for the little years.

If you think your brand belongs at London & Co., we'd love to hear from you.

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A few helpful answers

Answered plainly

What is a good baby shower gift?

A good baby shower gift feels special enough to give and useful enough to become part of everyday life. Textiles, feeding pieces, nursery finds and gifts without an exact sizing requirement are good places to start.

How much should you spend on a baby gift?

There's no fixed rule. As a general guide, the closer the relationship, the more it makes sense to give something considered rather than something large — a colleague's gift and a close friend's gift don't need to look alike to both be right.

What size sleep sack does a baby need, and when?

Sleep sack sizing varies by brand. Follow the height, weight and age guidance on the specific product rather than relying on a general rule, and use our Size filter to narrow the shop.

What are the best gender-neutral baby gifts?

Gender-neutral gifts work best when they're chosen for usefulness, design and longevity rather than a particular color palette. Textiles, nursery pieces, toys and feeding essentials are easy places to start — especially when you're shopping before a baby is born or named.

Why do orders sometimes arrive in separate parcels?

Our makers ship directly, so an order containing pieces from more than one maker may arrive in separate parcels. We'll make that clear before checkout.