About JoJo Maman Bébé
JoJo Maman Bébé has new owners after a deal involving both retailer Next and private equity finance. The partners in the deal – which comes at a time when the nature of brand retailing is changing quickly – envisage growth across its channels, and in the UK and abroad.
Next has invested £16.3m in cash to take a 44% stake in the retailer, which sells clothing and related items for babies and young children, while investment funds and vehicles managed or advised by Davidson Kempner Capital Management now own 56% of the company.
Laura Tenison, who founded JoJo Maman Bébé in 1993, is leaving the business, having informed staff on Thursday. JoJo commercial director has taken over as chief executive and its other directors are set to stay in post.
Tenison says: “Growing JoJo from a kitchen table start-up to being the UK’s leading specialist boutique mother and baby brand has been my priority for the past 30 years. I’m exceptionally proud of our achievements, and excited by the opportunities this new partnership will offer to the brand’s future.”
Overview of JoJo Maman Bébé
The deal fits with Next’s strategy of investing in the retailers who join its Total Platform business, which handles all aspects of trading online from website design and management to fulfilment. JoJo will use Next’s platform on a commission basis and will also be able to use its economy of scale to source products.
Simon Wolfson, chief executive of Next, says: “Next is delighted at the prospect of its Total Platform supporting JoJo on the next stage of its growth and development.
We are excited to see what can be achieved through the combination of JoJo’s exceptional product with Next’s infrastructure and Davidson Kempner as our investment partner.”
Wolfson said in Next’s recent full-year results that it has started to evolve from retailer into online aggregator at a time when the retail industry has changed quickly during the Covid-19 pandemic.
It is developing more of its own brands while working with a growing number of third-party brands who use its Total Platform operation to manage their ecommerce and even multichannel businesses in full. For example, it is operating the Victoria’s Secret and Gap brands in the UK and Ireland both online and in-store, and has taken an equity stake in their UK franchises.
JoJo Maman Bébé Product Review
If you’ve followed this blog for a while then you will know that I’m a massive fan of JoJo Maman Bébé clothes. And I LOVE to dress my children in their beautiful designs. As not only are the clothes fabulous quality but they always look gorgeous too.
JoJo Maman Bébé clothes are perfect for outdoor adventures. They look great against natural settings and they offer exceptional protection from the elements. Little Miss H has worn her 4-in-1 Waterproof Polarfleece Jacket in all weathers for the past two years. It was the best purchase ever.
JoJo Maman Bébé A woodland wander Review
We’re very lucky to have some beautiful woods behind our house. We love to head there to collect acorns and throw Pooh Sticks in the little stream. It’s one of our favourite and most frequent family outings. But up until a few weeks ago, Little Mister H had always been in the baby carrier as we stumbled through the woods.
Although these strolls were lovely, I was desperate to take Little Mister H for a proper walk in the woods. You know, one where he actually walks. I imagined him holding our hands as he searched for colourful leaves and conkers and giggling raucously as he played with his sister in the train of sticks.
JoJo Maman Bébé Toddlerific togs Review
But there was one obstacle to me living this romantic and sun-dappled dream. Little Mister H didn’t have any clothes that were suitable for stumbling around the, often very muddy and puddle-filled, woodland. Thankfully the lovely people at JoJo Maman Bébé kept my dream alive when they offered to send us some clothes to review on the blog.
Of course, it was a no-brainer that I would choose to review play wear and outdoor clothing for Little Mister H. In fact, JoJo Maman Bébé has a whole collection of clothing called Camp JoJo, that is designed for outdoor adventures.
As you know, I’m obsessed with rainbow colours and I like dressing Little Mister H in bright and cheerful colours. I tend to team these brighter clothes with simple navy. Because let’s face it, navy goes with EVERYTHING.
JoJo Maman Bébé’s clothes are colourful and fun with a Breton influence. This season’s designs are better than ever. And I’m not exaggerating when I say that it took me hours on the JoJo Maman Bébé website to decide which clothes to get for Little Mister H. How could I pick between a t-shirt with a fox on or a top covered in dinosaurs?!
Colourful coordinates that are practically perfect
I picked the bright red Children’s Fisherman’s Jacket (£36.00), matching red Children’s Wellies (£17.00), a navy pair of Cosy Baby Joggers (£12.00) and the fabulous Boys’ Dino Bus Tour Appliqué Top (£15.00). And – oh my gosh – I adore this outfit. It is perfect for our cheeky and cheerful Little Mister H.
I love to dress my children in JoJo Maman Bébé clothes as they are stylish and practical. And this outfit is no exception. Little Mister H’s new togs not only look gorgeous but they also keep our blue-eyed boy warm, cosy and protected from the unpredictable weather.
JoJo Maman Bébé The Fantastic Fisherman’s Jacket Review
The Children’s Fisherman’s jacket is brilliant whatever the weather. It’s waterproof and shields from the wind. This jacket has a lovely cosy lining in striped cotton jersey and a large hood. And for extra protection from the elements, there is a velcro fastened storm flap as well as a zip.
The Children’s Fisherman’s Jacket comes in a variety of vibrant colours including a stunning sunny yellow. But this bright red shade is divine. And I love the contrasting striped lining.
As you’d expect from JoJo Maman Bébé they really have thought of everything. They understand that a woodland ramble isn’t complete without a collection of stones, sticks or conkers coming home too. And this jacket’s front pockets are large enough to safely transport our toddler’s autumnal treasures.
JoJo Maman Bébé Wonderful Wellies
They’re the best quality wellies that our children have owned. These wellies are incredibly sturdy and will last until Little Mister H grows out of them.
The ridged sole provides extra grip to help your little one stay balanced when scrambling over tree trunks and traipsing through autumn leaves. Little Mister H loves them!
Brilliant Baby Joggers
I really wanted Little Mister H to have a pair of warm joggers for our outside adventures, as I worry about his legs getting cold. The Cosy Baby Joggers were just what I was looking for. And yay, they came in navy. Of course, I had to pick a navy pair. Because navy goes with EVERYTHING.
These 100% cotton joggers are cosy and soft. They have a drawstring waist which sits comfortably around my little man’s middle. Plus the ribbed cuffs stop these joggers from riding up (an important detail when you have an active toddler). And I adore the contrasting red drawstring and sailboat logo on the pocket. Cute!
JoJo Maman Bebe Pretty Cord Dress in Plum
I’m a big fan of UK brands for the family, and I like them even more when they’re available in the U.S. The UK’s leading children and maternity brand JoJo Maman Bebe recently announced their launch for U.S. customers.
Their classic British and French-inspired style can be found in a full range of children’s wear, maternity, nursing, toys, nursery products and furnishings. I had the opportunity to sample some of their girls’ clothing and was very pleased and impressed with the quality and detail.
Corduroy is a classic fabric for fall. Since the weather varies from warm to chilly, you can wear the dress on its own or with a shirt underneath. The plum color is one of my favorites for fall and the floral fabric popping out at the bottom is such a clever and pretty detail.
This is great for school but would also make a perfect Thanksgiving dress too. Two thumbs up from Middle Sis!