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Building Brands in the UK

We are specialists in establishing strong and distinctive identities for brands

We can take your brand to the next level

“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


The screen-free devices that revolutionized sleep & wellness


Functional and sustainable mealtime products for families


The innovative stroller that redefined urban parenting


The ultra-compact, portable, and safe car seats

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.

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.

Head of Marketing

Ileana Tanase

Like most people with creative and techie aptitudes, I chose to get into marketing and don’t regret it for a moment. For more than ten years I have had a passion for marketing and a constant eagerness to learn and grow within and beyond my role.

My journey at Whitestep started in 2016 looking after all things marketing from creating marketing strategies, social media and digital campaigns, advertising and creative projects to managing the marketing budgets and the design of promotional materials and websites.

My role now involves leading a small but busy marketing team building both B2B and B2C marketing strategies and keeping my eye on absolutely everything! It is a constant adventure, but I like the variety, the challenge, and the people I work with—we all support each other and work together to come up with creative ideas and then make them a reality.

Since joining the Whitestep team I have worked closely on co-marketing campaigns with major retailers such as John Lewis, Mamas & Papas, JoJo Maman Bébé, Harrods, and many more and helped build the UK presence for innovative brands like BABYZEN, mifold, Citron, and Morphée making sure they are correctly heard, seen, and understood.

When I'm not busy with marketing, I enjoy spending time with my partner watching movies or venturing out to discover new cities, charming villages, and historic castles.

Office Executive

Lucia Urbanova

Following my heart, I moved from Slovakia to London in December 2014.

After working in the retail sector for several years, in 2018, I got an opportunity to join the Whitestep Team as a maternity cover. Thanks to my outgoing personality (yes, that's me 😊), I was offered a permanent position as an Office executive after a year.
My role is stimulating and brings new challenges every day. From order management, through customer support for end consumers and National/Independent retailers, to a credit controller, I can expand my managerial and communication skills and positive attitude.

Whilst I've had many proud moments at Whitestep, the one that sticks out the most has been building a solid 'can-do' relationship with our distribution centre. This has helped us provide exceptional customer service over the years.

I love challenges and new opportunities as much as I love Christmas – never know what awaits you! And being a member of an international team of driven individuals, the Whitestep is just the place where you can find it all!

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.

Brand & Accounts Manager

Kateryna Chlevnaia

Coming from Ukraine 24 years ago, I am now a true Londoner at heart with a big Italian influence. I first joined the Whitestep team in 2014 as a maternity cover and stayed for a little over a year. Between 2016 and 2018, I have taken on several projects, from managing a start-up company in electronics to bringing consumer trade fairs to life.

Luckily, I re-joined Whitestep Team again at the end of 2018. Now my everyday role involves maintaining and building relationships with key National buyers, designing and implementing strategic sales places, and focusing on revenue growth, amongst many other tasks.

I am passionate about building solid relationships with top buyers within the industry and always looking for exciting new opportunities.

I am incredibly proud to be a part of the Whitestep Team, as we are more like a family now. Whether we implement a national Shop-in-Shop roll-out, enjoy a Team trip to France, or have a quick coffee break in the office, we always love spending time together.

Social Media Manager

India Bates

As the team's newest member, I only joined Whitestep at the end of 2022. During my social media manager career, I have worked in several industries, including healthcare, helping to grow start-up companies from the bottom up, and now working in the family lifestyle sector.
So far my biggest achievements have been building a premium brand image that our customers love and working closely on various marketing campaigns with the likes of John Lewis, Mamas & Papas, Harrods and so many more.

My days are so varied at Whitestep, and I will describe my role as a constant adventure.

A vibrant work culture that flows with creativity is our secret

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

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

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

We're working with some of the biggest retailers

Enough Talk, Let's Build Something Together

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About Whitestep

45 Circus Road, Unit 1, London, NW8 9JH, United Kingdom