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About Whitestep

My journey at Whitestep began in 2007 when I, a busy mother of three boys at that time, saw an opportunity to introduce the innovative Swiss brand bibi® baby soothers to the UK market. From there, I built a distribution company that focused on bringing new and innovative products for young children to fill a gap. At Whitestep, we don’t just put products on shelves; we build brands!

As we grew, we expanded our portfolio to include lifestyle brands that could be enjoyed by the whole family. We worked with brands such as BABYZEN, mifold, Simply Good, and A Really Cool World… I am particularly proud to have grown BABYZEN into the most recognisable stroller brand amongst British globetrotters.

We don’t just put products on shelves, we build brands!

Audrey MizrahiDirector

Today, we are proud to be the sole UK distributor for brands like Morphée and Citron, which can include the whole family and are tapping into the Wellness and Lifestyle categories. At Whitestep, we work closely with some of the nation’s most established retailers, including Mamas and Papas, Harrods, Next, Selfridges, John Lewis, Oliver Bonas, Amazon, Boots and scores of gorgeous independent stores.

My passion is to ensure that everyone deserves the best products, which is why at Whitestep, we are committed to sourcing and delivering innovative, design-led, and premium responsibly produced products that both parents and children will love. We understand our customers’ needs and are always looking for new ways to meet them.

As we continue to grow, we remain focused on bringing the right ideas to market and exceeding expectations every step of the way.

“Innovation: it’s not about more ideas, it’s about the right ideas”.

Audrey Mizrahi – Director




Successful launches in the UK


Retailer's trust

We are working with some of the biggest retailers

Let's work together

If you’re a retailer and would like to carry the Citron and/or Morphée products, or if you are a brand interested in expanding your business in the UK, then please fill out the contact form below, and one of our team members will get back to you as soon as possible.

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About Whitestep

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