JoJo Maman Bébé to open first store in Didcot

By

Barbara Santamaria

Published
Jul 19, 2018

Expanding mother and baby brand JoJo Maman Bébé is set to add one more store to its UK portfolio following the recent launch of its first bricks-and-mortar locations in the US.

The new JoJo Maman Bébé will open in Didcot, where the baby, kids and maternity wear brand has taken a 1,350 sq ft unit within the Orchard Centre expansion. This will be its first store in the English town.

Founded by retail entrepreneur Laura Tenison, the clothing company has now over 90 stores across the UK, as well as its first locations in the US in Connecticut and New Jersey. And the retail expansion is proving successful, with “strong year-on-year growth”.

“Didcot has long been on our agenda after receiving lots of emails from young families wanting us to open, but finding the right location took time,” says founder Laura Tenison.

“Our multi-channel retail strategy also helps other independent businesses in the area, even if they are of a competitive nature. Just before opening, we will email local customers and incentivise them to visit the town and our store.  They are likely to spend time with neighbouring retailers and cafés as well as our new store, so it’s a win-win situation for all of us.”

JoJo Maman Bébé’s arrival in Didcot signals a new era for the town centre, where the £50 million expansion of Orchard Centre is part of wider plans to transform Didcot into a garden town and deliver 20,000 new jobs and 15,000 new homes over the next 20 years.

Andrew Berger-North, UK director of retail parks at Hammerson, said: “This is one of several brand debuts announced in recent months as we continue to add to our line-up of leading retail and leisure brands.”

Bill Service, cabinet member for partnership and insight at South Oxfordshire District Council, added: “Didcot has always been a popular town with young families and, with JoJo Maman Bébé set to open, residents will be able to find what they need in Didcot without travelling into Reading or Oxford.”

At Orchard Centre, JoJo Maman Bébé will join recently opened brands including FatFace and designer shoe retailer Soletrader.