Newport-based baby goods firm to fashion hotspot

Aug 22 2008 by Aled Blake, Western Mail

London boutique on its way for Newport-based baby goods firm that’s growing

MATERNITY and nursery retailer JoJo Maman Bébé is expanding into one of London’s most desirable areas.

The Newport-based company, with a turnover of £18m, has seen its sales grow by 11% like-for-like on last year’s figures, bolstered by a strong online offering.

Yesterday the company announced it was bolstering its high street stores with the addition of an outlet at fashionable Westbourne Grove in London.

JoJo’s stores are UK-wide – including Newport, Brighton and Harrogate – and the Westbourne Grove boutique is due to open in early September 2008.

Plans for overseas expansion are also in place, with Italy the first target to roll out the JoJo Maman Bébé brand followed by other European countries. The company is also looking at a longer-term aim of establishing a foothold in the lucrative Chinese market.

The success of JoJo is in contrast to many major high street brands which have seen sales drop off in 2008 as customers struggle to cope with the effects of the credit crunch.

The company has modelled the shops to have “feel of a fresh Breton beach hut” using subtle hues of blue and an airy and light aesthetic appeal. For mums-to-be it also tries to provide high levels of customer service to take the sting out of stocking up on nursery items – a characteristic which it says is often lacking among larger-scale outlets.

Community notice boards are also strategically placed near to the changing rooms to ensure JoJo clientele keep up-to-date and feel connected with a range of events and services.

A choice of original JoJo designs places further emphasis on this less main-stream approach and mirrors a sense of individuality.

Quirky maternity clothing with design twists such as retro inspired detailing and prints are offered alongside accessories.

The children’s collection is affordable and well-made with organic choices and recycled fabrics featuring in addition to trusted JoJo favourites. Toys and bedroom sets are also available at accessible prices. Founder and managing director Laura Tenison said she was optimistic about the future of her style of retailing.

She said: “Many of our customers live nearby, which lessens the need for long car journeys and that can only be a good thing for the environment.”

Earlier this year JoJo announced an expansion at its operation in Newport which sees its total warehouse space to 35,000 sq ft with jobs primarily in the warehouse and retail operations divisions.

The new building, which was project managed in house, is to be fully operational by the end of this month to coincides with the launch of the spring collection.

Growth is running at around 20% a year and JoJo Maman Bébé employs more than 250 staff, with 100 based at the Newport head office.