CWB speaks to JoJo Maman Bébé’s marketing director, Georgina Drew, to learn more about the company’s transformative developments.

 

Laura Turner: What can we expect from the ‘new’ JoJo Maman Bébé?

Georgina Drew: Our story began 30 years ago when we started making products for generations of JoJo babies. As with all families, we began to grow and welcome a new generation of bouncing babies. So, it was time to shake ourselves up and dust off our image to tell a story of how we fit into people’s lives now. This new chapter is a re-invention of a well-loved British treasure, creating nostalgic and emotive connections with customers far and wide.

We undertook extensive customer research that helped us re-position and define the brand to be more relevant to the growing families of today and tomorrow, so we set about building a solid plan to build a new brand expression and experience by putting our customer at the heart of everything we do. We’ve believed in making high-quality, long-lasting products and clothes from the very beginning. We were the first childrenswear brand in the UK to become a B Corp, and we’re super proud of that. When we think about our JoJo clothes and the little people who wear them, we want them to grow up in a happier, more sustainable world. That’s why we’re striving all the time to make a lasting impact for the ones we love and the next generations to come. Our timeless clothes are forever favourites, made to be washed, worn, and loved for years and years. From cups, cutlery and carriers, to baths, bibs and books, we’ve all the bits and bobs a family needs to play, go, sleep, eat and grow. Customers can find us wherever they need us – in their community, online and with trusted retail partners.

LT: How would you describe the brand’s new aesthetic and direction?

GD: We’ve been working hard behind the scenes to bring you a brand-new JoJo. Our rebrand allows us to showcase the fun, joy and playfulness at JoJo. This transformation reflects our commitment to growth, delivering exceptional service to our valued customers, and making every day a day well spent for all families.

You will see that JoJo has a new modern look, including our updated logo, website, social media channels and even some of our stores across the UK and Ireland. The Belfast and Wanstead stores showcase our new fascia design and enhanced window display of exciting collections, with more stores soon to follow. There is still so much that we are working on in the exciting world of JoJo and we can’t wait to share it with you.

LT: Will you be making any changes to your product offer?

GD: We will always offer good-quality clothes with unique and creative designs that are made to last all the best bits of childhood, from one child to the next and at an affordable price. We know how quickly little ones grow and that’s why our multipacks and multibuy offers are so helpful when shopping for everyday essentials. You can mix and match all the bits and bobs that your family needs with our 3-for-2 offers. Customers can also save by doubling up on basic everyday styles, sleeping bags, hooded towels and comforters for newborns and toddlers. We offer maternity multibuys, too.

We also have lots of exciting new launches on the horizon, like our super-soft and cuddly JoJo Plush Collection made from 100% recycled materials. Our plans and upcoming launches demonstrate our continued commitment to providing high-quality, thoughtful products that enhance everyday life for families. We look forward to sharing more details as soon as we approach the launch dates.

 

 

LT: As a B Corp, what are you currently working on in terms of sustainability goals?

GD: We currently have three overarching goals which influence our wider sustainability strategy. Firstly, we’re on a mission to increase the percentage of responsibly sourced and certified materials in our clothes, products and packaging. We sell outerwear and swimwear made from recycled nylon and polyester and maternity dresses made from more sustainably sourced viscose such as LENZING™ ECOVERO™. We’re proud to have been FSC® certified since 2021 (FSC® C168052), we design and sell wooden toys and rubber wellies, and we regularly review our materials to ensure we’re sourcing the most suitable and responsible options.

Secondly, supply chain transparency is a challenge shared across the retail industry and is notoriously difficult to track. That’s why we’re working on projects to improve supply chain traceability from source to store. By working closely with our networks of suppliers, we hope to improve the traceability of our supply chain, eventually tracing our products right back to their source.

Finally, the goals above would not be achievable without having the data to track our progress. That’s why we’re making continuous improvements in how we collect our material data to better understand our impact and make improvements.

LT: Can you tell us more about your new charity partnership?

GD: We are proud to now be partnering with Action for Children to support vulnerable children, young people and families across the UK. As the brand’s nominated charity for all fundraising initiatives, all money raised through the partnership over the next 12 months will help provide practical and emotional care and support to families in desperate need. This support aims to create safe and happy childhoods for more children.

JoJo Maman Bébé is committed to the belief that children should be children, with all the support they need. There are currently 4.3 million children living in poverty in the UK – that’s 30% of all children in the UK – meaning this mission is more critical than ever. Action for Children is a vital lifeline, providing practical and emotional care and support. Through this partnership, efforts will focus on helping provide essentials, such as putting food on the table, paying for bills like heating and hot water, as well as helping to build children’s mental and emotional resilience.

LT: You’ve also refreshed your preloved programme?

GD: Our clothes have always been designed well, made to last the rough and tumble of growing children and be handed down, and we have an established reputation for this quality. We have run a donation scheme for many years now, previously known as From A Mother To Another, so the concept isn’t necessarily new, but we have given the programme a little ‘glow up’ to incorporate the language of ‘reloved/preloved’ now used widely across the UK and increasing in popularity. JoJo’s donation initiative has saved a huge amount of children’s clothing from going to waste by facilitating the delivery of generously donated parcels to families in need in the UK and Ireland. We will continue this work by supporting vulnerable families and preventing good-quality garments from ending up in landfill.

 

 

LT: How else do you put the customer and local communities at the heart of the business?

GD: At JoJo, engaging with our customers and local communities has always been something that we deeply value. From special character visits and book readings to our previous shopping parties and the recent JoJo Family Festival, we cherish every opportunity to bring people together. Our communities are so important to us and we take pride in creating in-store moments that foster learning and connection among families. We are committed to continuing these efforts, ensuring customers enjoy meaningful experiences with JoJo.

LT: Are there any notable consumer trends you’re seeing at the moment?

GD: We recently undertook some customer-focused insights where re-sale, reducing waste and improving on the second life of product was a top-of-mind priority for customers, both existing and new. There is certainly a huge demand and expectation across the consumer market that retailers should behave responsibly and minimise their impact on the planet, and our ReLoved programme demonstrates our continued commitment to this.

LT: What’s next for JoJo Maman Bébé?

GD: We have lots of plans for the future; it’s a really exciting and transformative time at JoJo. We’re looking forward to being able to share more in the future.