About Muddy Puddles

Muddy Puddles has been inspiring children to embrace outdoor adventure for over 20 years, combining durable, sustainable design with a commitment to environmental responsibility. As a Certified B Corporation, the brand is trusted by families for its high-quality outerwear and ethical practices. Customer satisfaction remained strong, reflected in a Trustpilot rating of 4.8.

Decade of Reliable Service and Sustainability

Whistl Fulfilment has supported Muddy Puddles for over a decade, ensuring 99.93% accuracy and 99% on-time delivery, even during peak seasons like Back to School and Black Friday. With a strong focus on sustainability, Our net-zero pathway, powered by 98%+ renewable energy and the introduction of an electric fleet, complements Muddy Puddles' commitment to a responsible supply chain.

Innovation with API Integration and Sustainable Packaging

In 2024, Muddy Puddles continued to innovate, expanding its reach with a new API integration with John Lewis Drop Ship and introducing eco-friendly, compostable packaging across all fulfilment operations.

• Revenue up by 14%
• 36% growth on the Next Retail platform
• 1,600 consumer orders via John Lewis

Win at the 2025 Direct Commerce Award for B2C Excellence

Whistl’s support played a key role in Muddy Puddles winning the 2025 Direct Commerce Award for Best Business-to-Consumer Performance (Baby, Children & Family), highlighting their continued success and customer loyalty. Our joint initiatives also saw us both recognised for our work on sustainability. 

Our approach enables Muddy Puddles to scale its operations whilst maintaining the trust of parents and children with reliable, sustainable products.