The brothers started a business that has annual sales of more than $100 million

Brothers George and Henry Graham recognized a growing challenge for independent brands in the wake of the 2008 financial crisis: it was harder to reach customers and handle the logistics around cross-border trade. As consumers, the siblings also struggled to discover emerging designers and brands.

George Graham explains, “It was very difficult to discover really interesting, unique, well-made, ethically produced products as boutiques were disappearing from the high streets, and department stores were increasingly playing it safe.” entrepreneur,

The duo envisioned a platform where independent brands could gain much-needed exposure, so they created a platform: wolf and badger (Named after two of their favorite animals – “We liked the sound of it, and it stuck,” says Graham).

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With some pre-seed support from family and friends, the UK-based co-founders signed a lease in Notting Hill to open Wolf & Badger’s first physical retail space. Graham recalls that brands expressed interest from the beginning – and so did customers, who appreciated the diverse product selection and the real stories behind every piece and collection.

The brothers used that momentum to open another store in London – with the help of angel investors in the form of customers, designers and brands – and launched their online business. Initially, Wolf & Badger’s digital retail business was an extension of the offerings in its brick-and-mortar locations. However, by 2014, the co-founders expanded the online brands beyond those available in retail locations and the company continued to grow.

Wolf & Badger grew organically for years, then raised a growth capital through a venture fund in 2019. To date, the company has raised about $13 million, in addition to about $5 million since inception, bringing the total to just under $20 million, Graham says.

“(It) is certainly not a small amount by any means,” says the co-founder, “but it was significantly less than some of the others starting up in our sector – where they raised large capital at the beginning, grew very quickly and often did not follow through (with sustainable growth) in the same way.”

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Wolf & Badger generated net revenue of approximately $50 million in 2024 from brand membership fees and sales commissions. The company currently powers brands around the world, facilitating 672,000 purchases for independent businesses to more than 77 million customers globally in 2024 alone.

“The biggest challenge is building, retaining and motivating a great team.”

Graham admits that over the years, Wolf & Badger’s most significant challenge has been finding the right people to do the job and hiring those key people.

“I think most entrepreneurs and business leaders would agree that building, retaining, and motivating a great team is one of the biggest challenges in growing a business,” says Graham. “We would be nowhere without the incredible team we have had the privilege of working with and building over the last 15 years.”

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Graham says having a solid team has helped the business navigate notable challenges including Brexit, the pandemic, tariffs and more.

Additionally, the co-founder noted that Wolf & Badger’s commitment to its core vision – “a fair and frictionless future for retail” and creating a dedicated platform for independent brands – helps the company weather any storm and come out stronger on the other side.

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The flip side of that mission is Wolf & Badger’s sustainability pledge. The company achieved B Corp certification about five years ago and has recently been issued 2025 impact report highlights its efforts in cutting emissions, pursuing circularity, supporting minority-owned labels, and, of course, amplifying independent designers.

“(We) focus on putting people and the planet ahead of just profit.”

“(We) focus on putting people and the planet ahead of just profit,” Graham says. “This is first and foremost a values-driven way of building a business. This has always been at the heart of everything we do and has allowed us to grow Wolf & Badger in a more sustainable way – financially, environmentally and socially.”

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Today, Wolf & Badger has stores in London, Los Angeles and New York. The company plans to continue rapid expansion in the US market, which already makes up more than half (55%) of the company’s consumer purchases – translating to more than $100 million in annual sales for independent brands.

^{Image credit: Courtesy of Wolf & Badger}

Additionally, the co-founders are being creative to maintain a sustainable growth path.

“We’re looking at some exciting pop-ups and activations over the coming months, and partnering with more creators and influencers to help amplify the voices of independent brands on our platform,” says Graham. “We have a new Tastemakers program that we launched, where those creators can tell the story of brands on our platform.”

Wolf & Badger is also considering joint venture and partnership opportunities in the Middle East and Asia as the company looks for new avenues for growth – and more consumers – for independent brands.

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After more than a decade developing a successful retail market that shows no signs of slowing down, Graham has some advice for young entrepreneurs looking to start their own independent brand: choose a niche, stay focused, invite feedback and keep an open mind when it comes to new opportunities.

“And, of course, if you are a brand that fits our platform, come and talk to us,” says Graham.

Brothers George and Henry Graham recognized a growing challenge for independent brands in the wake of the 2008 financial crisis: it was harder to reach customers and handle the logistics around cross-border trade. As consumers, the siblings also struggled to discover emerging designers and brands.

George Graham explains, “It was very difficult to discover really interesting, unique, well-made, ethically produced products as boutiques were disappearing from the high streets, and department stores were increasingly playing it safe.” entrepreneur,