Company Directory / Infinity Reliance Limited

Business Description

", the online destination for unique and personalised gifts for babies and children.

The website is operated by Infinity Reliance Limited.

Once upon a time, two best friends named Jonny and Dan found themselves in a tricky dilemma when one of their friends gave birth to a bouncing baby girl. They wanted to give the little one a timeless yet original gift that was both truly personal and which wouldn't break the bank - but try as they might they simply could not find the perfect present for a little one. So with a bit of pluck, a dash of determination and an ounce of ingenuity, they decided to make it themselves!

After much toiling, hours of research and countless trials later, they completed their very first pair of personalised baby shoes, which they took to baby Lara's house hoping they would be a hit. Happily, they were not only loved by parents and daughter alike, but they were soon being requested by friends and relatives all over the world. Jonny and Dan quickly realised they could expand on their original gift idea for a much wider offering, and My 1st Years was born.

Cut to five years later, and we're fast realising our dream of becoming the number one personalised baby brand in the world. Our range has expanded to include teddies and toys, blankets, clothing, bed, bath and home accessories - whilst our signature luxury gift box - which arrives free with every order - has proven a particular favourite with our customers. Despite our dizzying growth, we've remained true to our core values of top quality, excellent value and second-to-none customer service; we want to offer products and experiences that create lasting memories and can be treasured for years to come.”

January 2017: has raised £5m of investment cash for expansion from venture capital firm Beringea (backer of jewellery maker Monica Vinader) and fund manager Hargreave Hale and will be used to expand in America. The business previously secured £2m in funding from high net worth individuals, including Lord David Alliance, co-founder of Coats Viyella and co-owner of N Brown Group.

Registered Address

1 Whittlebury Mews West
Dumpton Place

Contact Details

Key Data

Company Number
Private Limited Company
Company Age
10 years
September 29, 2009
Nature of Business
47710 - Retail sale of clothing in specialised stores
Year End
December 30
Accounts Due
September 30, 2020
Latest Accounts
December 31, 2018