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About Us

Selina and the Team

Cheeky Rascals supplies mums and dads* with brilliant nursery products from across the globe. We bring these products back to the UK for you to buy online, or on the high street, through our network of retailers.

As a new mum working and living in France, Selina Russell found lots of innovative parenting products that were unavailable in the UK. Her friends clearly agreed! With each trip back home, she found herself sourcing various bits and pieces for her fellow new mums. Turning this in to a business seemed an obvious next step. Soon enough, armed with a few leaflets, a van full of products and a gut full of ambition, Cheeky Rascals was born.

The founding principle of the business has always been to find genuinely useful baby kit that makes family life easier and this hasn’t changed.  Having started at the kitchen table and moved to the shed, the Cheeky Rascals team is now in a nice little barn in the Hampshire countryside.  Selina is a well-known, respected member of the nursery industry and sits on the board of the Baby Products Association (BPA), the voice of the baby and nursery products industry in the UK.


If you have any questions, comments or suggestions you can email us on: smile@cheekyrascals.co.uk or call on 01730 895761.


*you can also find our products in some of your favourite shops – from John Lewis and JoJo Maman Bebe through to Amazon and many independent shops too.


Our team

Find out more about the Cheeky Rascals here >

Team Photo

Our partners

Find out more about our award-winning brands and manufacturers.

Want to become a Cheeky supplier or retailer? Click here to register or email us on smile@cheekyrascals.co.uk.


For press releases, images or review samples please go to our Press page or call on 01730 895761.

Come and see us!

Check out our events and shows and find out when we’ll be exhibiting near you. It’s a great opportunity to try out our products, meet some of our suppliers and there’s always lots of great show-only offers for you too.

Our charity work

The team loves a fundraiser! From Charity Bake Offs to sponsored bike rides, we have regular money raising events in the office.

On a larger scale, Selina has recently started to work with a village in Uganda. Our most recent investment has bought a water tank that has made clean water easily accessible to a population of 600. Previously, water had to be carried 600 metres every day by the women and children of the village.

Never one to miss a good opportunity, Selina contacted many other nursery and baby goods brands in the UK for donations of baby kit (very good use of a generous luggage allowance!). We had an amazing, very generous response from our colleagues and partners, and took suitcases full of baby kit that helped families and local charities.

June 2016 saw 20 years of Cheeky Rascals and to mark this milestone the team wanted to give something back to the community and were delighted to be able to work with local charity Naomi House. Naomi House and Jacksplace hospices (near Winchester) care for life-limited and life-threatened children, young people and their families. They provide support in communities across the seven counties of central southern England (https://www.naomihouse.org.uk

Each year Naomi House holds a ‘remembering weekend’, when bereaved families have an opportunity to meet each other. The team helped the Naomi house team by volunteering their time on 22nd June to help them get ready for this special weekend. We got stuck into a variety of jobs in the gardens and generally helped to make the place look tidy ready.

Cheeky Rascals Charity Work

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