Parent & child products retailer Mothercare has today announced the launch of a new children’s fashion range by Jools Oliver.
Oliver, mum-of-four turned businesswoman and wife of celebrity chef Jamie Oliver, has created the ‘Little Bird’ collection exclusively for the retailer featuring newborn and children’s clothes, nursery bedding and accessories and gifts.
Available nationwide, the collection follows the recent launch of Mothercare’s largest UK store, a 30,0000 sq ft unit in Edmonton, North London, which features a ‘mumspace’ zone for parents to take their toddlers as well as the chain’s debut in-store Costa Coffee which is equipped with iPads for an interactive sales experience.
Simon Calver, Mothercare CEO who joined the company from LoveFilm back in April, said that the retailer is delighted to have Oliver on board.
“The new product range offers exceptional quality and style at an affordable price, which reflects exactly what our customers tell us they want from Mothercare,” he added.
In May, Mothercare posted considerable losses in its preliminary results, making a loss before tax after exceptional charges and other non-underlying items of £102.9 million in the 53 weeks to March 31st 2012, as Chairman Alan Parker outlined a focus on “a robust plan for transformation and growth.”
Last week, department store group John Lewis revealed plans for its first ever pop-up shop in Exeter next month and announced that Jamie Oliver’s latest range JME will be available in store and it is hoped that his wife’s Mothercare range will prove equally popular.
Commenting on the move, Oliver explained that the range will combine both quirky and classic style, adding: “I have such a passion for the design of children’s clothes, so to have this opportunity to work with Mothercare is just amazing.
“My mother dressed us in Mothercare clothes and I have done the same with my children, so Mothercare has always been part of my life.
“The entire collection has been lovingly put together and accessibly priced for parents. I cannot wait to see the reaction to it.”