JoJo, the multi-channel baby, nursery and maternity retailer is on track with their new stores roll out, having signed leases in some fabulous locations over the past few weeks. The new store in Christopher Place, St Albans opened last week and is already smashing targets. Situated just off the market square, it is well positioned between Hobbs and Whistles offering the up-market Hertfordshire parent an opportunity to buy for their children whilst treating themselves.The next opening, due on 15th October is found at 76 Regent Street, Leamington Spa. It is no co-incidence that both these new locations previously offered Blooming Marvellous stores prior to their being closed down earlier this year.
JoJo is well known for its policy of encouraging the regeneration of local high streets and echoing out of town shopping centres, unlike industry rivals. The third store opening this season is found at 47 The Broadway, Crouch End. With a plethora of new parents in the area who are well known to the brand as mail order customers, this part of North London is sure to react well to the sensibly priced, middle market mother and baby fashion and products. Crouch End is known for its interesting mix of retail stores and JoJo sits comfortably amongst fellow independents.
The fourth new opening of the season is a relocation of the Guildford store due in late October. For four years JoJo has traded from The Friary Centre but has long been looking for a location in the city centre. The perfect store came available with the closing of the Whittard store and it offered JoJo the opportunity to double its retail space and move to a better location in charming Swan Lane which already boasts numerous up market and interesting retailers.
The last and the smallest of the new stores takes JoJo back to its roots. The brand’s first design studio was located in Lots Road, which at the time was teaming with up and coming designers. This first store in Chelsea is to be found in Chelsea Green and is a nod to the business’ independent status. With a high density of European and American parents residing in the local area, this offers the company an opportunity to grow brand awareness across the channel and stateside.
As always the new stores are bright and practical offering mums-to-be a gorgeous shopping environment with the added benefits of customer toilets, baby change or nursing facilities. The store will enable JoJo to fully merchandise their aspirational yet affordable maternity, baby and nursery collections.
Laura Tenison MBE, founder and MD of JoJo, who came to London from South Wales aged 16 and started her first fashion business while still a student, is delighted to be rolling out the retail stores portfolio.
“We are in a fairly unique position where our middle market pricing, great quality and good customer service have all added up to our doing well during these times of economic gloom. Our sales are well ahead of target and the whole team is excited about where the company is going. ”
Not only is JoJo proof that independent retailers can thrive against the weight of competition from the supermarkets, they have also grown organically and offer customers the individuality that is sometimes hard to find on the high street.
With more new stores across the UK under negotiation for next year, this private company, which launched 18 years ago with minimal start-up funding, continues to prioritise ethical business practices above bottom line profit. With a very hands-on attitude to philanthropy, the company proudly supports the Nema Foundation, a charity that works to reduce infant mortality and child poverty in Mozambique. By covering the charity overheads on the ground, undertaking the bookkeeping and funding school building programs, education and health projects, JoJo does more than just ‘tick the box’ when it comes to donating to charity.
Whilst CSR remains high on the agenda, the main purpose of this innovative and inspirational multi-channel retailer is to offer stunning maternity and baby styles, adorable and practical nursery products which are the best available on the market. With a growing online business achieving 45% of sales, a 200 page catalogue and now 32 stores across the UK, JoJo is an award winning formula covering everything from pregnancy to pre-school.