JoJo Maman Bébé

JoJo Maman Bébé is a multi-channel maternity wear and baby clothing retailer with stores in the United Kingdom. Founded as a mail-order seller in 1993, it was acquired in 2022 by Next and an investment group.

JoJo Maman Bébé Ltd
TypePrivate
IndustryClothing retailer
Founded1993 (1993)
FounderLaura Tenison
HeadquartersNewport, Wales
Number of locations
87 stores (2022)
Products
Number of employees
more than 950 (2022)
Websitejojomamanbebe.co.uk

History

Laura Tenison launched JoJo Maman Bébé in 1993 as a mail-order catalogue specialising in maternity wear and children's clothes, after she spent time in hospital following a car accident, where she met a young mother who expressed frustration at the lack of variety in children's clothes available via mail order.[1][2][3] As founder and managing director, Tenison was awarded an MBE for services to business in South Wales in 2004.[4]

In addition to mail-order and online sales, the company later expanded to brick and mortar stores, 45 as of March 2012,[5] 87 as of April 2022.[3][6] It formerly had 90 stores in the UK and 4 in the US. The company has its headquarters in Newport, Wales and a buying, design and marketing office in Battersea, London.

After rising costs and supply chain problems cut into profits following Brexit and the COVID-19 epidemic,[7] JoJo Maman Bébé was acquired in April 2022 by Next plc and an investment group led by the hedge fund Davidson Kempner, with Tenison stepping down as CEO and being succeeded by commercial director Gwynn Milligan.[3][6]

Products

JoJo Maman Bébé is an up-market retailer.[5][6] The initial product range was heavily inspired by traditional French Breton-style nautical clothing, a theme that became a key part of the company's brand image. The maternity range was designed to be fashionable yet wearable, deviating from the market norm at the time of baggy tent dresses and dungarees. It also sells original nursery products, gifts and toys for babies, toddlers and pre-schoolers.[5]

Awards

The company has been nominated for several distinctions:

  • Nominated a Superbrand in 2005
  • Member of Courvoisier Future 500 of Fashion & Retail 2007
  • Pregnancy & Birth Best for Underwear Bloom Award 2007
  • Prima Baby Pregnancy Reader Awards Best Buy, Mail Order 2007
  • Fast Growth Business Awards, Retail/Leisure Female Entrepreneur and Retail Business of the Year, 2007
  • Practical Parenting Baby & Toddler Fashion Award and Maternity Fashion Award, 2007
  • Prima Baby Fashion Awards, Best Catalogue/Mail-order Service 2008
  • Drapers Children's Wear Retailer of the Year 2009
  • Leading Wales Awards, Best Company Award 2010
  • Prima Baby Reader Awards, Best Children's Wear Website and Best Maternity Lingerie, 2010
  • Little London Magazine, Best Online Retailer, 2015
  • Circular Economy Champions Awards, 2015
  • Zazu, Best Retailer Award, 2016
  • Little London, Best Maternity Fashion, 2016
  • Ecomd Direct Commerce Awards, Best Overall Business and Outstanding Customer Service, 2017
  • NPPA Ireland, Best Health and Well Being Product for Mum (Breastfeeding Pillow), 2017
  • Progressive Preschool, Best Preschool Retailer and Best Multiple Retailer Initiative, 2017
  • Family Awards Gold Winner, Best Toddler Fashion Brand, 2018

Charity Work

JoJo Maman Bébé supports the Nema Foundation, an independent charity operating in Northern Mozambique to help relieve child poverty and protect the environment.

References
  1. Elliott, Jane (10 May 2003). "Health: Inspired by a cancer patient". BBC. Retrieved 3 June 2012.
  2. "Laura Tenison, JoJo Maman Bébé". Smarta. Retrieved 19 September 2012.
  3. Nachiappan, Arthi; Jones, Callum (18 April 2022). "Jojo Maman Bébé: the baby idea that grew up to be a very, very big deal". The Times.
  4. "No. 57155". The London Gazette (1st supplement). 31 December 2003. p. 23.
  5. King, Mark (9 March 2012). "Store Wars: Mothercare and JoJo Maman Bébé". The Guardian. Retrieved 18 April 2022.
  6. Jones, Lora (17 April 2022). "Next and finance firms buy JoJo Maman Bebe". BBC News business.
  7. "JoJo Maman Bebe hikes prices for first time in 5 years". BBC News business. 1 September 2021. Retrieved 18 April 2022.
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