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JoJo Maman Bébé buys maternity brand Emma-Jane

JoJo Maman Bébé has bought maternity and nursing underwear brand Emma-Jane for an undisclosed amount.

Emma-Jane was founded in 1986 by Ian Gerecht and trades wholesale to 36 countries. JoJo Maman Bébé will continue to wholesale the brand and stock it online and in all 92 of its stores in the UK and Ireland as well as its four bracnhes on the US east coast.

JoJo Maman Bébé has stocked Emma-Jane for 26 years and over the last 12 months, it has sold 17,000 Emma-Jane nursing bras in the UK and US. Other main stockists include Figleaves and Asos.

Laura Tenison, founder of JoJo Maman Bébé, said: “We are honoured that Ian has passed us the baton and trusts us to take on his heritage brand which is loved by so many mothers across the globe. As a specialist boutique retailer offering maternity and nursing bra fitting to thousands of women in our stores we have long trusted and endorsed these remarkably comfortable, yet pretty designs.

“I first met Ian in 1992 as I carried out my research whilst setting up JoJo as a tiny business and I was so grateful that he took me seriously. His advice and encouragement have supported me through the ups and downs of growing JoJo from a kitchen table start-up to becoming a global brand.”

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