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Willoughby Kids is a family-run, online children's boutique based in Melbourne, Australia offering an enchanting collection of beautifully crafted childrenswear, designed to be adored by children and adults alike. Our aim is to inspire your little ones to dream big and express their individuality with inspiring designs and joyous colour combinations, all while maintaining a strong commitment to quality, comfort, and unparalleled customer experience.

Childhood is fleeting, a tender, golden season, and we believe the memories you weave with your children are the ones that stay with you forever. With this in mind, we have lovingly crafted a collection to honour those moments through timelessness, quality, and beauty in both form and function. Each piece is made not just to dress your child, but to celebrate their wonder, to inspire joy, to outlast trends, and to embrace the wild, beautiful rhythm of childhood.

Meet Caroline

Caroline is the founder and designer behind Willoughby Kids. As a busy mum of two, she understands the challenges parents face when trying to find clothing that’s not only high quality and stylish, but also fun and appealing to kids.
Inspired by her own parenting journey, Caroline set out to create a brand that celebrates children's imagination and individuality. She believes that when children are free to express their unique style and personality, it helps build self-esteem, boosts confidence, and unlocks their endless potential. 
At Willoughby Kids, every piece is thoughtfully designed with this vision in mind; blending comfort, quality, and creativity for little wardrobes that inspire big dreams.