Bringing Innovative Brands to the UK

We introduce new brands to the UK market and help them establish a strong presence.

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We can take your brand to the next level

Let us take care of your brand while you focus on growing your business. We understand the unique challenges of building and maintaining a successful brand in the UK market. That’s why we offer comprehensive brand management services to ensure your brand stays at the top of its game.

From managing your brand identity to executing effective marketing campaigns, our team has the experience and expertise to take your brand to the next level. We’ll handle everything from distribution to a wide range of retailers, to customer experience and fostering brand loyalty.

Trust us to take care of your brand while you focus on the things that matter most.

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“We don't put products on shelves, we build brands.”
Audrey MizrahiFounder, Whitestep

We are the sole UK distributors of cool, sustainable, and innovative brands

smarTrike

The world’s only active stroller for children

Morphée

The screen-free devices that revolutionized sleep & wellness

Citron

Functional and sustainable mealtime products for families

Flybaby

The innovative stroller that redefined urban parenting

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Our company mission, rooted in our core values, is to exceed expectations

Customer-focused approach. We prioritise the needs and satisfaction of end-users, and continuously strive to exceed their expectations in all interactions.
Attention to detail. We focus on the details and deliver top-notch services that meet the highest standards of quality.
Continuous improvement. We are always striving to improve our approach to deliver excellent results.

Empowered employees. We believe in giving our team members the autonomy to take ownership of their roles and make decisions that exceed expectations.
Innovative solutions. We continuously explore new solutions to set the brands apart from their competitors.
Exceptional customer service. We provide exceptional customer service that goes above and beyond and build long-lasting relationships.

Meet The Team

Our team is comprised of genuinely gifted minds

Director, Founder

Audrey Mizrahi

I was born in Geneva, Switzerland and moved to the UK to study for my first master’s degree at the London School of Economics when I met my husband and made London my new home. Whilst focusing on raising my four children, I was eager to create a business of my own and had the vision to distribute innovative products to UK parents. So in 2007 Whitestep was founded and the rest is history…

My expertise lies in finding, choosing and convincing innovative brands to work with us and entrust us with our market. I don't like to disappoint, on the contrary would strive to exceed expectations. I believe that brands and us are partners in crime and should support each other all the way.

On a day-to-day basis, I manage the incredible team around me, making sure they all reach their full potential by giving them full support and all the tools they need to work efficiently. I also meet with the marketing, sales and admin teams to determine our strategy, set KPI’s and outsource freelancers and agencies to bridge some gaps. I also ensure that UK retailers know us, trust us and are always kept in the loop of our new projects.

The launch of BABYZEN and the work we did with them for 8 years has definitely been my biggest project and one I immensely pride myself for. The UK market was not only the second most performing market after their hie market France but its only been a pleasure working with the founders and the teams to make BABYZEN a success story! Even through Covid we never lost focus and continued with the same ambition and grit.

Marketing Manager

Jemma Walsh

I’ve always had a passion for marketing, starting my career in social media and influencer management before expanding into the wider world of digital marketing, brand strategy and campaign management. I love the mix of creativity and strategy that marketing brings, along with the opportunity to learn, try new things and see ideas come to life.

I joined Whitestep in 2025 and quickly became part of a busy, close-knit marketing team looking after four exciting brands: smarTrike, Morphée, Citron and Flybaby. In my first year, I was part of the team launching Flybaby into the UK market, an exciting opportunity to help introduce a new brand to parents and build its presence from the ground up.

My role covers a wide range of marketing activities, with a particular focus on e-commerce, digital campaigns and growing our brands across both B2B and B2C audiences. From developing marketing campaigns and strengthening our online presence to finding new ways to connect with customers and support our retail partners, no two days are quite the same. I enjoy the variety of the role, working collaboratively with the team and turning creative ideas into campaigns that make a real impact.

Outside of work, I love travelling and exploring different cultures, having visited 30 countries by the time I turned 30! I’m always looking forward to my next adventure, whether that’s discovering somewhere completely new or revisiting a favourite destination. When I’m not travelling, you’ll usually find me with a good book, trying out new recipes in the kitchen or spending time with friends.

Head of Operations

Wendy Kwiatkowska-Chegrouche

With over 10 years of experience in operations, I’ve always enjoyed finding solutions, improving the way things work, and turning challenges into opportunities. My background spans e-commerce, CRM systems, and operational management, giving me a broad understanding of how different parts of a business come together to achieve success.

Today, I wear many hats, overseeing everything from finances and stock management to day-to-day operations and customer service. No two days are quite the same, and that’s exactly what I love about my role! I enjoy connecting the dots, keeping things running smoothly, and making sure every part of the business works together as efficiently as possible.

I’m passionate about finding smarter ways of working, embracing new challenges, and continuously looking for opportunities to improve. Whether it’s refining a process, solving a problem, supporting the team, or making sure our customers have the best possible experience, I believe that every detail matters and every challenge brings an opportunity to grow.

For me, great operations are about much more than systems, numbers, and processes. They’re about people, teamwork, and creating the right foundations for a business to thrive. I love being involved in so many different aspects of the business, learning something new every day, and making a positive difference behind the scenes.

I believe that with a hands-on approach, a positive mindset, and a willingness to take on whatever comes your way, even the biggest challenges can become opportunities to make things better!

Business developer

Kyle Chowdhury

An Essex Boy through and through with the gift of the gab and the charm to go with it. Starting my Career on the retail shop floor and working up through the ranks into the Buying and Merchandising Teams for blue chip retailers. Eventually tiring of the repetitive Monday to Friday 9-5, I started hunting for a role that would allow me to take my strengths and expertise and apply them to a new position. And luckily Whitestep found me.

I initially joined the business as an Account Manager/Sales Representative in February 2018 and had to hit the ground running with this fast-paced yet exciting role. Applying my knowledge and skills to build relationships from business National to Independents. After 4 lovely years with Whitestep I left the company in August 2022 only to then return in November that same year! The Whitestep team couldn’t keep me away. I re-joined the business as the Business Developer and my main role is to grow our new and existing business nationally, initiating new partnerships and business acquisitions.

I feel so happy to be part of the Whitestep team. It truly is a company like no other. How many people can say they have a great boss and a great team. I think I’m one of the very few people in the UK that can wake up on a Monday morning and be actually look forward to getting into work. I mean, let’s be honest, they couldn’t keep me away. The best thing about Whitestep is that true family feel and that your opinion and voice really matters – which is so rare to find.

Operations Executive

Ella Magan

I joined the Whitestep team at the end of 2024 as an Office Assistant, and it’s been such a fun and exciting journey ever since! One of the things I absolutely love is personalising Citron products with fun and cute phrases – it’s always a joy to add that special touch. Along with that, I take on a variety of other tasks that keep me on my toes, like aftersale care, where I’m dedicated to making sure our customers have the best experience possible.

This is my very first job after graduating from university, and I’m truly enjoying every second of it! Every day brings something new, and I’m so grateful for the chance to learn and grow in this role. I’m also the youngest on the team, which is a bit of a fun challenge for me, but it’s been amazing to work alongside such a talented and supportive group. I can’t wait to see where this journey will take me!

Outside of work, I’m a huge cat lover and the proud owner of two cats and a kitten. They absolutely love my hybrid workdays – especially when they get the chance to chase my mouse around! 🐾

Social Media Manager

Megan Bissmire

I’m so excited to be the newest member of the Whitestep team, having joined in November 2024. Before coming on board, I spent five years as a freelance social media manager, working with amazing brands in lifestyle and sustainable fashion. Over the years, I’ve had the pleasure of helping businesses build their brand identities, grow vibrant communities, and create content that truly speaks to their audiences.

Now, I’m thrilled to be bringing my experience to the family lifestyle sector and working with such a passionate and inspiring team at Whitestep. Every day here brings something new and exciting, and I love the chance to get creative, try out fresh ideas, and contribute to campaigns that really make a difference.

When I’m not working, you’ll likely find me indulging my love for interior design. I’m definitely a DIY enthusiast - whether it’s upcycling furniture or renovating a whole space, I’m always up for a project!

A vibrant work culture that flows with creativity is our secret

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Whitestep is one of the leading distributors in the UK, and I have had the pleasure of working with the team at both Mothercare and John Lewis and across a number of brands that they have represented. They have a great team who are experts in building brands in our market with a clear strategy for each brand that aligns to the retailer's needs, as well the end-customer; this was evident in the success of the Babyzen brand over the last decade which became one of the leading pushchair brands under the care of the Whitestep team. I would not hesitate in the slightest to recommend Whitestep as a distributor for the next big brand in the Nursery & Baby industry.
John Lewis

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It has been an absolute pleasure to work with Whitestep over a number of years. We first discovered them in 2010, when we were both in our third year of business and they were representing the Flexi Bath range. A few years later they introduced us to the iconic BABYZEN YOYO, which quickly became one of our bestselling brands, thanks to the brand awareness Whitestep created within the marketplace. They are one of the most professional, supportive and organised distributors I have had the privilege to work with.
Natural Baby Shower

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We have worked with Whitestep for a long time now and admire the quick response and relationship with our account manager. They exclusively select brands and respect the way we like to work as a retailer which is always super important to us!
Biz Boz Baby