The widespread distribution of fibroblasts underlines their central role in mammalian physiology, development and ageing. The existence of developmentally regulated and site‐specific phenotypic variation in fibroblasts is well documented. Recent evidence has revealed heterogeneity within the fibroblast population of a given tissue at a specified development stage. The relative proportion and tissue distribution of distinct fibroblast subsets must have important consequences in the control of connective tissue and adjacent epithelial functions in health and disease.