TOP SHOPS – Olive Loves Alfie

Being based in London is a wonder for shops (and a real shame for our bank accounts).  Particularly when you stumble upon boutiques as fab as Olive Loves Alfie.


With a fantastic, hand picked selection of great clothing, toys and homewares, Olive Loves Alfie is a one stop shop for any urban family. 

Inspired by Scandinavian styling, and with a range of wonderful brands including Bang Bang, Les Enfants favourite: Bobo Choses and Wolf & Rita, you are bound to find something gorgeous to suit smaller family members and adults alike.  We loved the store’s ceramic zoo animals necklaces and found these stunning black spotted kilties to deck out our shoes.

Toddler girl sat on bed

It doesn’t stop at fashion!  Olive Loves Alfie is stocked with beautiful homeware.  When we popped to their branch in Stratford, there was this amazing playhouse desk by Kutikai outside the store front. Ashlyn, the owner, had popped crayons in the desk’s chimney and a roll of paper on it’s roof, and passing kids just couldn’t help themselves.

The stand out feature wall of the shop, decked in jungle print wallpaper from Miniakani Lab and dressed with neon bright hanging bulbs, draws you through the doors.  Once in, we spotted fab vintage school chairs sliced with neon graphic triangles, minimalist lettered plant pots, copper watering cans, and stunning cushions by Corby Tindersticks.

Olive Loves Alfie Shop

Olive Loves Alfie is a perfectly curated Alladin’s cave for fashion savvy mini folk.  The boutique has great instinct for what parents want to buy, but more importantly, what their kids actually want to wear too! Take these tattoos by Tattly. Who knew fake tattoos could be so tasteful?!

In addition to all of Olive Loves Alfie’s fantastic products, the store also hosts regular workshops.  With a Baby Reflexology class coming up in mid April, and with the boutique also being a regular haunt of great mum collective – House of Mamas, the store is certainly a creative hub and a great meeting place for all family fashionistas alike.  Make sure you follow Olive Loves Alfie East on instagram to see upcoming activities.

Girl with leaf in hair

The boutique has just released a great lookbook using their top Spring Summer clothing picks, including stunning pieces by Stella McCartney, Mini Rodini and Molo.

So pop down to Stratford, and make a day of it!  Olive Loves Alfie is a five minute walk from Westfield, with amazing transport links including the central line, DLR and jubilee line, and is located at 6 Victory Parade.


There is also an incredible bakery on one side, and a fantastic wine bar on the other – Bonus!  Look for the store with the vintage pram outside – you can’t miss it.

Author – Hannah Coates