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Christmas boosts JoJo Maman Bébé online sales

Online Christmas sales at JoJo Maman Bébé grew 24% for the four weeks to 12 January compared to the previous year.

The maternity and kidswear retailer, which is favoured by the Duchess of Cambridge, said this was partly down to the success of its click-and-collect and ship-from-store services. 

Total company sales also grew over the period, although retail store sales were “slightly down” on a like-for-like basis. 

The business did not take part in Black Friday Sales and only began Christmas discounts in-store on 27 December. 

Competitors Mothercare and Mamas & Papas both entered administration at the end of last year. Both demonstrate the difficulties of the mother-and-baby market and have “taken their toll” on business, according to founder and CEO Laura Tenison (pictured above).

She told Drapers: ”The last 18 months have been particularly tough. We hope that from now on we will be able to gain some market share as the sector stabilises. JoJo appeals to all socio economic groups; from royalty for basics to those on lower incomes for a special occasion or with sale purchases.”

”We have always had a very different business strategy to the bigger competition and we do not plan to change this,” she added. ”Our business consists of local stores where our teams get to know their customers, their babies and children. We want to be part of the community offering new parents a haven of peace and a helping hand in their busy lives.”

The business continues to invest in its international expansion in the US and Europe, and trade sales in the Middle East have “performed exceptionally well in the past 12 months”. 

Tenison believes the success of JoJo Maman Bébé is down to its “triple bottom line” ethos. 

“We believe that our long term company ethos of running the business with a “triple bottom line” (people, planet, profit) resonates with our customers in the current climate,” she said. ”We are also very close to our customers, listening and learning; I and my fellow directors talk to our customers most days.”

She adds: “We feel that our (now) unique position of being the only specialist business with a great portfolio of boutique retail stores across the UK’s best high street locations means we are the go-to place for maternity fashion, new baby and children’s fashion, quality nursery products, gifts and toys.”




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