Simply So Lovely

Simply So Lovely: organic children's clothing and ethical playthings from Hunstanton

Simply So Lovely is an online retailer based in Hunstanton, on the Norfolk coast, specialising in organic and sustainable products for babies, children and teenagers. The shop's stated aim is to offer 100% GOTS-certified organic cotton clothing that is both ethical and inexpensive, alongside a curated selection of wooden toys, books and audio entertainment for young listeners.

Clothing brands and age ranges

The clothing side of the catalogue is organised by brand and by age. The main labels stocked are Frugi, Kite, Maxomorra and Villervalla, all presented as organic clothing. Shoppers can browse by age group: older girls and older boys (5–12 years), toddler girls and toddler boys (2–5 years), and a separate baby section that includes babygrows, baby knitwear, baby socks and tights, and baby gifts.

By garment type, the range covers accessories, bags and wallets; rucksacks, flasks and cases; babygrows; coats and outerwear; dresses; dungarees and rompers; jumpers, hoodies and fleeces; leggings, shorts and joggers; pyjamas; socks and tights; swimwear; tops and T-shirts; and underwear. Seasonal collections are also listed, including Frugi Autumn Winter Clothing 2024 and the Frugi Autumn Winter Collection 2025.

Books, toys and audio players

Beyond clothing, Simply So Lovely stocks a broad children's book section. It includes activity and magic painting books, books for family members, Christmas-themed books, family games, titles by Julia Donaldson, Usborne 'Peep Inside' and 'Young Reading' series, books for ages 0–4 and 5–10+, plus adult books and stationery for back-to-school. The shop also sells wooden toys and crafts, dolls and mermaids, knitted and patchwork dressed animals, and games.

A significant part of the offer is built around audio players. The store sells Tonies boxes, Tonie characters and accessories, with categories for Disney, Enid Blyton, Julia Donaldson and classic stories, Paw Patrol and TV show characters, Roald Dahl, favourite songs and educational Tonies, and Advent and Christmas Tonies. It also runs an SSL Tonie Subscription Service and sells 'Book Tonies' such as the Lottie Brooks titles. Yoto players and accessories are stocked as well.

Promotions and loyalty offers

The site advertises several recurring promotions. New subscribers to the newsletter receive 15% off their first order with the code WELCOME15. Tonie characters are offered at three for £40, and a 10% discount applies to all Tonie characters and to Yoto products with the code SSLtake10. The shop also states that UK postage is free on orders over £25, while a banner elsewhere on the site mentions free shipping from £27; the two thresholds appear in different places.

Practical information

Simply So Lovely is the trading name of GioRaph Ltd, company number 12346901. The business is contactable by telephone and email, and its postal address is in Hunstanton, Norfolk. The website includes sections on shipping and returns, payment plans, size guides and a FAQ, and it lists payment methods including American Express, Apple Pay, Google Pay, Klarna, Maestro, Mastercard, PayPal, Shop Pay, Union Pay and Visa. Shipping is described as worldwide.