Ethical marketplace named Retailer of the Year at Drapers Conscious Fashion Awards, achieves B Corp recertification with 34% score improvement, and surpasses half a billion dollars in cumulative sales for independent brands since launch.
NEW YORK, Jan. 6, 2026 /PRNewswire/ -- Wolf & Badger, the B Corp-certified platform connecting independent ethical brands with conscious consumers, today reflects on a milestone year and outlines its strategic priorities for 2026.
2025 marked Wolf & Badger's 15th anniversary and its most decorated year to date. The company was named Retailer of the Year at the Drapers Conscious Fashion Awards 2025, achieved B Corp recertification with a 34% score improvement, and crossed $500 million in cumulative sales for independent brands since its founding in 2010.
Market Performance and International Growth
2025 marked a significant structural milestone for Wolf & Badger, with the United States accounting for over half of total platform sales for the first time in the company's history. This shift reflects years of investment in the US market, including expanded retail presence with a pop-up at the W Hotel Times Square.
While market conditions remained challenging globally, the company's diversified footprint across 70 consumer markets continued to provide resilience against regional headwinds whilst it shipped orders from independent brands located in over 60 countries worldwide.
Wolf & Badger's stores delivered standout performances against the backdrop of a difficult retail environment. The West Hollywood, LA store achieved a 40% sales increase thanks to new initiatives in the creator space and its ongoing series of activations and events. The New York store recorded its largest-ever sales day in October. The London store grew sales 7% year-on-year despite a decline in footfall, demonstrating strong customer loyalty and increased average transaction values.
Supporting Brand Growth at Scale
Since its founding in 2010, Wolf & Badger has facilitated over half a billion dollars in cumulative sales for independent brands worldwide, a milestone that underscores the platform's role as a vital growth partner for emerging creative businesses.
Looking ahead to 2026, Wolf & Badger remains focused on its role as a long-term growth partner for independent brands. An expanded brand partnerships function will support the onboarding of new designers from around the world, with increasing momentum from the United States, while helping founder-led brands reach new audiences and scale sustainably without compromising their independence.
Ongoing investment in AI-driven discovery and on-site personalisation continues to deliver measurable impact. Over the past two years, enhancements across the platform have contributed to a 10% increase in online conversion rates and £3.2m of directly attributable incremental sales from recent AI initiatives, supporting both customer experience and brand performance. In 2025, wolfandbadger.com recorded almost 40m website visits from around the world.
Responsible Retail and Industry Recognition
ESG principles remain central to the Wolf & Badger strategy, and 2025 brought significant recognition for the company's leadership in ethical retail. Wolf & Badger was named Retailer of the Year at the Drapers Conscious Fashion Awards and received the Responsible Multi-Brand Retailer Award at the Country & Town House Future Icons Awards in December.
Earlier in the year, the company published its 2025 Annual Impact Report and confirmed B Corp recertification with a score of 108.8, up 34% from its 2021 assessment, representing double the average improvement achieved by recertifying businesses.
2025 also marked the platform's strongest year to date for Brand Guarantee vetting, with a 50% year-on-year increase and over 950 brands vetted, representing 2,067 assessments including resubmissions. Building on this momentum in 2026, Wolf & Badger will continue to strengthen its ethical vetting framework, working more closely with brands to drive greater transparency across supply chains, sourcing and materials, while increasing customer awareness as part of its ongoing commitment to responsible retail.
Scale-Up Outlook
In the UK, Wolf & Badger remains optimistic about growth opportunities for responsible scale-up businesses. CEO and Co-Founder George Graham was recently hosted at 10 Downing Street by The Chancellor, Rt Hon Rachel Reeves, and Alexandra Depledge MBE, for a session on how the UK can better support entrepreneurs building and scaling businesses.
George Graham, CEO & Co-Founder of Wolf & Badger, comments:
"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. Being named Retailer of the Year at Drapers and improving our B Corp score by 34% validates what we've always believed: that ethical retail can succeed and scale.
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. The recent Budget is a helpful step forward with reforms to EMI and EIS."
Outlook for 2026
Entering 2026, Wolf & Badger remains focused on profitable growth, international expansion with a US focus, and delivering value to independent brands. With a diversified market footprint, proven technology platform, industry-leading sustainability credentials and commitment to frictionless retail, the business is well positioned to continue supporting responsible brands through evolving global market conditions.
For more information about Wolf & Badger and to explore its curated collection of independent brands and products, visit wolfandbadger.com
Media Contact:
Lexy Silverstein | PR, Influencer, and Partnerships Manager
[email protected] | +1 301-503-7342
Notes to Editors:
About Wolf & Badger
Wolf & Badger is a B Corp-certified retail platform that champions independent brands with ethical provenance. Founded in 2010 by brothers Henry and George Graham, the award-winning platform promotes and supports over 2,000 independent brands from around the world. In addition to its award-winning online presence at wolfandbadger.com, the business operates stores in London, New York City and Los Angeles.
In 2025, Wolf & Badger was named Retailer of the Year at the Drapers Conscious Fashion Awards and achieved B Corp recertification with a 34% score improvement. The platform is the leading destination for independent and ethically sourced fashion, beauty, and lifestyle products, connecting consumers with brands that prioritise sustainability, transparency and ethical practices.
SOURCE Wolf & Badger
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