Wolf & Badger surpasses $500m in sales as US becomes largest market

Wolf & Badger marked its 15th anniversary with a series of major milestones, including surpassing $500 million (£369 million) in sales generated for independent brands as the marketplace gears up for US expansion.

Since launching in 2010, Wolf & Badger has worked with more than 2,000 independent brands, positioning itself as a long-term growth partner for founder-led businesses.

Despite ongoing challenges across global retail, Wolf & Badger said its diversified footprint across 70 consumer markets helped mitigate regional headwinds. The platform ships products from independent brands based in more than 60 countries worldwide.

2025 marked the first time the United States accounted for more than half of total platform sales, following investment and a growing physical presence.

Physical retail delivered strong performances. The West Hollywood store recorded a 40% increase in sales, supported by creator-led initiatives and in-store events, while the New York location achieved its highest-ever sales day in October. In London, sales rose 7% year on year despite declining footfall, driven by higher average transaction values and customer loyalty.

George Graham, CEO and co-founder, said: "Reaching 15 years and surpassing $500 million in sales for independent brands since our launch is a milestone that belongs to the incredible community we've built. The 2,000 independent brands who trust us with their businesses, and the conscious consumers who choose to shop differently.

"Wolf & Badger was founded in the UK and has grown with the support of a strong community of independent businesses, 42% of whom are UK-based. Our founder-led brands are building responsibly, and when political conditions are supportive, that progress can extend across the wider independent sector."

Entering 2026, Wolf & Badger said it remains focused on international expansion with a continued emphasis on the US, while leveraging its sustainability credentials, technology platform and omnichannel model to support independent brands through an evolving retail landscape.