BE OUR BUYER: Indikidual is the unique children’s capsule collection that everyone is talking about

Indikidual kids clothes


There is a new little brand on the block that everyone seems to be talking about. The premier capsule collection by London brand Indikidual, comprises of a selection of 100% organic cotton basics which are achingly cute without being sickly-sweet. This new brand hot on in the mummy blogosphere – already a talking point for our favourite bloggers such as Babyccino Kids, Little Scandinavian, Paul & Paula and il Mondo di Ingrid. Be amongst the first to try the Indikidual range when you join us on Friday for the AlexandAlexa Be Our Buyer secret shopping event.


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BE OUR BUYER: Elfie clothing creates traditional looks which will delight children with fairytale touches


 Following the phenomenal success of their famous animal knits the ladies from Elfie have introduced their first full collection for girls, boys and babies. AlexandAlexa are so lucky to have secured some of this lovely collection for the ‘Be Our Buyer shoppers as this collection is sure to be highly coveted. If you love the vintage look and get excited about old-school craftsmenship you will love this nostalgic brand, made extra special with fairytale touches.
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BE OUR BUYER: Nununu! Cool urban styles for kids to make a fuss in


Nununu’s urban apparel follows  the idea that kids should be seen and heard.   Designed and made in Israel, this brand is just starting out in the UK and we couldn’t resist shouting about it. If you’re into kidswear clichés you won’t find them here. Nununu is taking part in AlexandAlexa’s Be Our Buyer shopping event – where you will have an opportunity to try this brand for yourself with an introductory offer.


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BE OUR BUYER: These boots were made for walking…and crawling

Cowboy Jack

There’s a new character in Hollywood – we call him Cowboy Jack.

This week AlexandAlexa will be featuring a range of premium leather cowboy boots designed especially for kids, in their ‘Be Our Buyer’ shopping event.  Made in the USA, Cowboy Jack is already a hit with the Hollywood celebrity set with the children of Jessica Alba, Gwen Stefani and Heidi Klum already fans. Mum will know how fun it can be to rock this style – so we weren’t surprised when the Cowboy Jack team told us their mini fans often refuse to take them off.

These styles have only just arrived in the UK also come in super-cute baby sizes, available for children from 9 months.

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The ‘Be Our Buyer’ shopping event is back! New brands, new look and new opportunities to try the world’s best kids brands



It is time for another hotly anticipated, ‘Be Our Buyer’ secret shopping event,  hosted by leading children’s retailers AlexandAlexa. This is your chance to shop top, emerging kids’ brands at an exclusive introductory price, and ultimately chose which designers go on to join AlexandAlexa’s permanent collection. Check out our four featured brands that will be taking part in the Be Our Buyer shopping event at the end of this week.

Be Our Buyer: How it works

Be Our Buyer has had a mini makeover


After a short break Be Our Buyer secret shopping event is back with a brand new look and feel. AlexandAlexa listened to your recommendations and has given the shopping event a slick new design – we hope you love the new-look emails.

Remember access to the event is exclusively by email, you must sign up to take part

sign up to be our buyer

What’s so exciting about this week’s Be Our Buyer event?

This week’s event offers shoppers a preview of the most talked about autumn/winter collections. We are very excited to be offering our shoppers this exclusive opportunity to try collections which nobody else has had a chance to grab.


Alpha female nununu

Nununu - Girls, Boys and Babies (0-8 Years)

  Nununu’s urban designs encourage the idea that kids should be seen and heard. Their collection of deconstructed cotton basics includes cheeky slogans which are guaranteed to make you smile. Preview the Nununu collection. 

Indikidual - Babies, Girls & Boys (3 months-6 Years)

London-based label Indikidual has created a unisex capsule collection that encourages children to mix, match and layer jersey pieces themselves – no outfit is ever the same, just as each wearer is unique. Preview the Indikidual collection.

Cowboy Jack - Girls, Boys and Babies (EUR 19-26)

This cult US brand is already a hit with Hollywood’s tots. Crafted from premium leather in a rainbow of colour ways, they’re a quirky addition to any urban cowboy/ girl’s wardrobe. Preview the Cowboy Jack Collection!


  Elfie’s blend of English eccentricity and fairytale touches are added to traditional tweeds and knits, their ethos being that special clothes shouldn’t be saved for Sunday best, but cherished every day. Preview the collection.


Thanks for taking part

Hundreds of parents from around the world have taken part in our secret shopping events. Since the Be Our Buyer initiative began back in November 2012, 14 fantastic independent brands have been voted into the permanent collection at AlexandAlexa.



These are the brands that you LOVED the most so far:


Fred & Frank




Mini Rodini

Fun To See

Tom & Drew

Bamboo Baby
Love Made Love

Have a  hand in picking our next winner.

sign up to be our buyer

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