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The first Wolf & Badger boutique opened in February 2010 to champion independent designer brands. Wolf & Badger now has over 700 independent brands on its website, with thousands of curated and unique products to choose from.

The company is a serviced retail business, offering spaces within its stores (in London's Coal Drops Yard and in New York's Soho) to independent fashion, jewellery and beauty brands, who act as their own retailers and keep the bulk of sales revenue, as well as gain exposure to press, industry and trade buyers. Wolf & Badger stock modern fashion brands including Albam, Alex Orso and Urban Collective.

It was founded by brothers George and Henry Graham and in April 2019 it secured £4.5m in growth funding from the Guinness Asset Management EIS fund.

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