Wolf & Badger, the B Corp certified platform connecting over 2,000 independent ethical brands with conscious consumers, today announces the filing of its year-end accounts. Highlights include two consecutive years of Adjusted EBITDA profitability as the business surpasses $100 million in Gross Transaction Value (GTV) for the first time.
The company achieved strong growth across its core markets including the UK, Europe and Australia, as well as in the United States which grew sales +26% year-on-year, driven by the ongoing success of Wolf & Badger’s unique approach to sourcing and curating the world’s best independent brands, its influencer program and its series of digital activations.
Over 2,000 ethically-vetted brands from more than 70 countries generated 672,437 sales through the Wolf & Badger platform in 2024, reflecting a mix of independent brands from across fashion, homeware, beauty, jewellery, and accessories. This year has seen a number of new independent designer names join the Wolf & Badger community, alongside continued success from established partners such as Julia Allert (apparel), Jimbob (home), Marie June and Latelita (jewellery), Ashley & Co (beauty), and Terry de Havilland (accessories). Recent new additions going live in November include Loci and MoEa (footwear), and Addison Ross (home), underscoring the position of the marketplace as the leading destination for independent brands worldwide.
New York, Los Angeles, and London saw an increase in footfall and sales in the year, serving as community-focused spaces that form a cornerstone of the multi-channel model, combining the global reach of e-commerce with the connection of physical retail. This November, Wolf & Badger will host a festive pop-up at the W New York – Times Square, doubling its footprint during peak season.
The Wolf & Badger Tastemaker programme, comprising leading influencers and creators, continues to grow rapidly across the US, UK and worldwide, including through Independent Voices, a content series exploring sustainability across industries, and supported by a recent new partnership with ShopMy, all designed to further promote authentic brand discovery and storytelling.
Underpinning its digital growth is a series of innovations developed on its proprietary tech platform. Wolf & Badger has invested into AI and personalisation to deliver more relevant and impactful experiences for both shoppers and brands, from intelligent product recommendations that anticipate customer needs, to advanced tools that optimise product information and boost conversion rates. In 2024 wolfandbadger.com had 40.
Amid recent challenging global economic conditions, the company has further enhanced its marketplace in 2025 with an expansion of its dynamic global pricing and logistics capabilities, enabling independent brands to sell seamlessly to customers in over 100 countries. Retail media tools and flexible membership models launched this year are also helping brands effectively scale their reach with more control and support as they continue to grow worldwide with Wolf & Badger.
George Graham, CEO & co-founder of Wolf & Badger, comments: “The last several years have seen exceptional growth for both the business and our brand partners, and I am delighted to report EBITDA profitability for the last two full years alongside this. Our sustained profitability and sales growth despite challenging market conditions reflects the continued resonance of our brand, the scalability of our technology, and the loyalty of our incredible community. Since launching in the UK in 2010, the success of our expansion into the US is clear and we look forward to continuing to grow in the Middle East and Asia in the year ahead as we underscore our unwavering vision to make independent brands seamlessly accessible worldwide. Alongside this, investment into our bespoke marketplace technology, a concentrated push into AI-driven innovation, and updating our business model to reflect the needs of brands at different stages of development, all demonstrate how we have built a platform that can truly support creative businesses at real scale. This momentum positions Wolf & Badger for our next phase of growth, leading the way in responsible retail.”
