Become a Retail Partner

Essentials that sell through. Always available. GOTS certified.

Welcome

Gray Label is an Amsterdam-based brand, founded in 2011 by Emily Gray. We design high-quality, minimalist essentials for babies and kids, made from the softest organic cotton. Timeless and unisex, responsibly produced in Portugal and Turkey.

In your store, that means calm shelves, steady sell-through and quick restocks through our B2B portal.

Why Gray Label works for your store

• Timeless essentials that parents return for.
• Soft colours and minimal styles that mix effortlessly.
• Consistent quality and fit that help reduce returns.
• A compact collection

• Timeless essentials that parents return for.
• Soft colours and minimal styles that mix effortlessly.
• Consistent quality and fit that help reduce returns.
• A compact collection that stays relevant all year round.
• Fits seamlessly within premium boutiques and department stores.
• Year-round replenishment available through our B2B portal.

Premium Qualtiy

We always use the same organic cotton fleece, jersey and rib qualities treated to continuously provide our standard of softness, comfort and durability.

Sustainability

Each Gray Label item carries the GOTS certification label. This means that our organic cotton is grown without toxic chemicals and genetically modified seeds.

Durable Design

We create timeless Essentials from durable materials that never become outdated — no fast fashion, just comfortable designs that are here for the long run, and available to re-order throughout the year.

Our collection structure

The Essentials Collection
The core of Gray Label. Always available and easy to replenish. Timeless fits, calm colours, and not bound to seasons. We safeguard pricing and presentation to ensure stability in your assortment.

Seasonal Add-ons
Twice a year we introduce a small selection of new styles and two seasonal colours that blend seamlessly with our Essentials. Freshness without unnecessary risk.

What you can expect from us

• A carefully curated collection of organic essentials made to last
• Continuity in styles and colours that combine across seasons
• Inspiring stories and imagery to share with your customers
• Supportive tools — from visual merchandising to digital content
• Personal onboarding and a partnership built for the long term

Our selective wholesale approach preserves brand identity and fosters strong, lasting relationships.

How we work together

Application & selection

Submit your details and we’ll review if your store fits within our distribution and brand selection.

Access to the B2B portal

If we’re a match, you’ll receive access to our B2B platform.

Ordering & moments

Place pre-orders for your preferred Essentials and Seasonal Edits twice a year.

Delivery & logistics

All orders ship from the Netherlands. Seasonal deliveries follow agreed delivery windows. Re-orders are shipped within one week.

Documentation & systems

EAN codes, packing lists and digital exports are available via your personal B2B account. Product descriptions and imagery are ready to use.

Presentation & pricing

We safeguard brand presentation and price consistency. You’ll receive all details in our wholesale guidelines.

Marketing & support

Image bank, seasonal content and POS materials available per collection. Personal onboarding and ongoing partnership support.

A selection of our partners

Gray Label is available at carefully chosen boutiques and department stores around the world — stores that share our values of quality, simplicity and consciousness.