Mothercare and Boots have signed a partnership deal for a new kidswear brand that will be sold exclusively in Boots.
Mothercare and Boots will design and source the brand together. It will be sold in Boots stores in the UK and Ireland.
The new collection will build on the existing relationship between the two retailers whereby Boots sells Mothercare’s Early Learning Centre toys in around 400 stores.
Mothercare chief executive Ben Gordon said: “We are delighted with this latest addition to our existing successful partnership with Boots. We expect this agreement to be a substantial development in our recently announced wholesale strategy. Work has already commenced on what will be a distinctive and quality product range for customers.”
Alliance Boots’ chief executive, health & beauty division, Alex Gourlay, said: “We are very pleased to be extending our relationship with Mothercare. We believe this move will further strengthen our baby and child range and build on our reputation for offering great value children’s wear. This agreement demonstrates our commitment to developing strategic partnerships to grow and expand our business.”
Boots currently sells the Mini Mode kidswear brand, owned by Adams, in its stores. Adams went into administration in January and is yet to announce a buyer. It is unclear whether the new brand to emerge from this partnership with Mothercare will replace Mini Mode in Boots stores.