Poundland has been forced to remove the ‘Motherland’ signs from its new store, after it claimed that Mothercare “threw their toys out of the pram” and issued a cease and desist.
The discounter had initially unveiled a new flagship store in Biggleswad in Bedfordshire, which it dubbed ‘Motherland’ due to its extensive baby and kidswear collection.
However, Mothercare issued a cease and desist to the retailer, claiming there was closeness of the branding to its own.
This has led Poundland to change the ‘Motherland’ branding into ‘Parentland’.
A spokesperson for Poundland said: “We’re a little surprised they threw their toys out of the pram, but we’re looking forward to welcoming parents to see our kids and baby clothing ranges when we open later in the month.”
Mothercare brand director Andrea Moore told Retail Gazette: “We appreciate it was a stunt to launch their store and should be flattered that we’re the market leader they chose to imitate; however, we must protect our intellectual property, which has been built globally for over six decades.”
Poundland initially turned the signage into ‘Otherland’, however it has now replaced the signs with ‘Parentland’.
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Poundland was also ordered to remove its social media posts referring to Motherland, which Moore said it was yet to do, with the matter “remaining in the hands of our lawyers”.
Mothercare closed its UK stores in 2020. It now operates as a franchise business, with Boots its exclusive UK and Ireland partner.
The baby brand, which operates in 32 markets, is stocked in more than 400 Boots stores and on its website.
Poundland’s Biggleswade store is due to open on 24 February.
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