Handpicked Softness
Rufni is a curated plush toy shop based in Barnes, London. We find the softest, safest, and most thoughtfully made soft toys from trusted makers, and we bring them together in one place for parents, grandparents, and gift-givers who want to choose well.
How We Started
We started Rufni because we kept running into the same problem. Shopping for a plush toy should be simple, but it rarely is. High street shelves are packed with cheap imports of unknown origin. Online marketplaces are a maze of misleading listings and questionable safety claims. And the genuinely good stuff is scattered across dozens of specialist sites.
We thought there should be a better way. A single shop with a tight, considered range of soft toys from makers who have been doing this properly for years. Brands that test to EN-71 standards, carry UKCA marking, and actually care about what goes into the hands of children.
So that is what we built.
What We Do
We are not a manufacturer. We do not design toys or run production lines. What we do is curate. We work with four established brands, each chosen for a specific reason:
Keel Toys and Keeleco - Traditional and recycled plush toys. The Keeleco range is made entirely from recycled plastic bottles, from the outer fabric to the stuffing and thread. Proof that sustainability and softness go hand in hand.
Aurora World and Palm Pals - Collectible miniature plush with real personality. Small enough for a pocket, detailed enough to start a collection. Perfect for little gifts that feel special.
Warmies - Heatable plush filled with natural grain and dried French lavender. A bedtime companion that brings genuine warmth and comfort. Loved by children and adults alike.
Suki Gifts and Silver Tag Bears - Beautifully crafted collectible bears with individual character. The kind of gift that gets kept for decades and passed down through families.
Every product in our range is EN-71 safety certified and UKCA marked. We do not stock anything we have not vetted ourselves.
Our Values
Quality Over Quantity
We deliberately keep our range focused. A smaller collection, chosen with care, will always serve our customers better than an overwhelming catalogue of average options.
Safety as Standard
Every toy we sell meets or exceeds UK safety requirements. EN-71 certification and UKCA marking are not optional extras in our shop. They are the baseline.
Sustainability Where It Counts
We believe better choices should be easy to make. Our Keeleco range shows that recycled materials can produce toys every bit as soft and lovable as conventional ones. We are always looking for ways to reduce waste in our packaging and operations too.
Honest, Straightforward Service
We describe our products accurately. We price them fairly. We ship them promptly. And if something is not right, we make it right. No fine print surprises, no runaround.
Based in Barnes
Our home is Barnes, in southwest London. It is a neighbourhood that values independent shops, quality over convenience, and doing things properly. That sensibility runs through everything we do at Rufni.
OMELVA LTD 85 Church Road, Barnes, London, SW13 9HL
A Note on Who We Are
We are a small operation and proud of it. Every order is checked, wrapped, and dispatched with attention. We answer our own emails. We stand behind every product we sell. When you shop with Rufni, you are supporting an independent business that genuinely cares about getting this right.
Rufni is a trading name of OMELVA LTD. Registered in England & Wales. Company #17185873. Registered office: 85 Church Road, Barnes, London, SW13 9HL.