Just to let you know: orders are shipped in batches on Wednesday and Saturday

Meet Alex..

Meet Alex

did you know...


FREE Printable - Winter Wonderland Peep Box

Some say that winter is all about giving and sharing love. But rather than focussing on the presents, why not make something fun, see it as a home-made present. 

It's time to roll up your sleeves and create your very own peep box using a template I've made just for you.

Make a viewing box yourself!


Let's play together!

ByAlex isn't just about playmats and beautiful fabrics, but about who we are as parents. In the end it's our job to raise healthy children; they're the next generation of world leaders.

Find out how I struggle with this, whilst having a lot of fun.

Read the blog


Easy-to-clean velvet

Did you know that all the velvet playmats and cushions are made of a revolutionary fabric? This means you can simply clean them using water and a cloth. 

Practical and trendy,
what more could you want?

Care Instructions


Seen the new wall hoops yet?

Decorating the kids room (or your own living room) is always fun, and sometimes challenging. It took me 8 years to decide to hang something on the wall, and now I'm sold.

These hoops are just a great addition to those bare walls, trust me.

Shop wall hoops

happy customers

We even enjoyed playing with the packaging, and the playmats are just beautiful! Thanks for the speedy service!

Carlijn, the Netherlands

I received our playmats in the post and they're fabulous.
SUCH good quality.
Thank you!

Catherina, Australia

This playmat is even better than I imagined. Kids are head over heels with it (literally) and our little babe found the best spot for chilling.

Stine, Denmark