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British maternity fashion goes Stateside

Tiffany Rose silver Mia gown

British maternity brands and retailers are looking to the US for expansion opportunities, as challenges in the UK market continue.

Maternity and kidswear retailer Jojo Maman Bébé is negotiating on its fifth store in the US after opening its first four – two in Connecticut and two in New Jersey – over the past six months.

Jojo maman bébé mustard frill jumper aw18

Jojo maman bébé mustard frill jumper aw18

Jojo Maman Bébé mustard frill jumper AW18

“We started to open stores in the US following the Brexit vote and [fall in value] of the pound,” founder Laura Tenison told Drapers, adding that the stores are having a halo effect on online sales. It launched a US website in 2016 and has been wholesaling there for six years.

The retailer has put plans to expand in Ireland on hold because of Brexit uncertainty. Jojo Maman Bébé has stores in Cork and Dublin, as well as Belfast in Northern Ireland, and had intended to open six more. 

Meanwhile, British maternity occasionwear and bridal brand Tiffany Rose launched online with US department store chain Neiman Marcus this week.

The brand said 80% of its sales are now international, 60% of which come from Europe, but added that it is “seeing huge growth in the US”, where it has had a localised website since 2012.

It has been stocked by Nordstrom online since January and is in a handful of independents such as Mom’s the Word, which has shops in Los Angeles, Palo Alto and San Francisco.

“The US is our single biggest retail market outside of the UK,” said founder Tiffany London.

Away from the US, Tiffany Rose has been stocked on Asian etailer Zolora since August, and plans to launch in Spain by the end of 2019.

The brand has also started exploring opportunities in China and plans to expand in Japan following its launch in Japanese department store Isetan in January.

Main image: Tiffany Rose silver Mia Gown

  • Read our feature on why expectant and new mothers are demanding more from maternity fashion, and what fresh challenges and opportunities this presents for high street and specialist retailers.

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