# JoJo Maman Bébé

JoJo Maman Bébé is a multi-channel maternity wear and baby clothing retailer with stores in the United Kingdom. Founded as a mail-order seller in 1993, it was acquired in 2022 by Next and an investment group.

## History

JoJo Maman Bébé was launched in 1993 by Laura Tenison as a mail-order catalogue specialising in maternity wear and children's clothes, after she spent time in hospital following a car accident, where a young mother on her ward expressed frustration at the lack of variety in children's clothes available via mail order. As founder and managing director, Tenison was awarded an MBE for services to business in South Wales in 2004.
In addition to mail-order and online sales, the company later opened 45 brick and mortar stores by March 2012 and 87 by April 2022. In addition to a buying, design and marketing office registered in Battersea, London, the company also has a second operational facility in Newport, Wales.
The company was acquired in April 2022 by Next plc and an investment group led by the hedge fund Davidson Kempner, with Tenison stepping down as CEO and commercial director Gwynn Milligan succeeding her.

## Products

In the world of mother and baby fashion, JoJo Maman Bébé is a specialist boutique. The initial product range was heavily inspired by traditional French Breton-style nautical clothing, a theme that became part of the company's brand image, followed by an expansion into a broader range of baby, children's and maternity clothing. It also sells nursery products, gifts and toys for babies, toddlers and pre-schoolers.

## Awards

The company has been nominated for several distinctions, including:
* HIT Heroes, Best Community Outreach Employer of the Year, 2023
* Dotties Awards, Best Performing Campaign of the Year by an Ecommerce Brand, 2022
* Progressive Preschool, Best Multiple Retailer of Preschool Products 2022
* Family Awards Gold Winner, Best Toddler Fashion Brand, 2018
* Ecomd Direct Commerce Awards, Best Overall Business and Outstanding Customer Service, 2017
* NPPA Ireland, Best Health and Well Being Product for Mum (Breastfeeding Pillow), 2017
* Progressive Preschool, Best Preschool Retailer and Best Multiple Retailer Initiative, 2017
* Zazu, Best Retailer Award, 2016
* Little London, Best Maternity Fashion, 2016
* Little London Magazine, Best Online Retailer, 2015
* Circular Economy Champions Awards, 2015
* Leading Wales Awards, Best Company Award 2010
* Prima Baby Reader Awards, Best Children's Wear Website and Best Maternity Lingerie, 2010
* Drapers Children's Wear Retailer of the Year 2009
* Prima Baby Fashion Awards, Best Catalogue/Mail-order Service 2008
* Member of Courvoisier Future 500 of Fashion & Retail 2007
* Pregnancy & Birth Best for Underwear Bloom Award 2007
* Prima Baby Pregnancy Reader Awards Best Buy, Mail Order 2007
* Fast Growth Business Awards, Retail/Leisure Female Entrepreneur and Retail Business of the Year, 2007
* Practical Parenting Baby & Toddler Fashion Award and Maternity Fashion Award, 2007
* Nominated a Superbrand in 2005

## Social Responsibility

To reduce the company's environmental impact, JoJo Maman Bébé supports a number of initiatives. These include the use of renewable energy in stores, planting in partnership with Stump Up For Trees, and use of sustainable and recycled materials such as FSC-certified wood in clothing and toys.
With a B Corp (Better Corporation) certification earned in 2016, the company demonstrates a commitment to people, planet and profit. Donation and community grant campaigns such as From A Mother To Another and Helping Hands support this pledge.