It's little wonder Olli Ella has become a household favorite, thanks to the label's timeless products reworked for kids. The company uses natural materials, sustainably sourced, focusing on craftsmanship and ethical production. The brand was set up by two sisters, who felt that the "desire to store, tidy, transport and explore transcends cultures and generations." This was the starting point for their trademark suitcases, rattan baskets, trolleys and strollies. The company received praise from Oprah for its innovative children's suitcases listed under her "favorite things" of 2018.