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JoJo Maman Bébé makes moves into the US

British maternity and nursery brand JoJo Maman Bébé is opening its first US retail outlets, scheduled to open in April 2018. 

The debut stores – two of which are in based in Connecticut, in Greenwich and Westport while the third is in Hoboken, New Jersey – will continue the brand’s focus on maternity and baby clothing, nursery items, gifts and toys.

Founder and managing director Laura Tenison famously ensures each JoJo branch – and there are 88 in the UK – mirrors the community it serves. When choosing the right location for her Greenwich launch, she ‘pounded the pavement’, watched traffic patterns and hosted a local focus group.

“I want to really understand our local customers,” she explained. “I’m not arrogant enough to think that what works in the UK will work in the US, so I need to talk to the locals. We open each store as if it’s the only and most important one.”

JoJo Maman Bébé's founder Laura Tenison spoke exclusively to
JoJo Maman Bébé’s founder Laura Tenison spoke exclusively to about her Stateside vision

Laura also spoke exclusively to about the move. “With 88 stores across the UK and Ireland we felt it was time for a new challenge and the US came top of our international test locations,” she said. “Following several years of organic brand-building via trade sales and e-commerce we’re delighted to be opening three new stores Stateside this April.”

“This is a fun and energising new chapter for JoJo, but we’re still very excited about our domestic growth which continues with positive like-for-like sales across all channels,” Laura added.

“We are still a relatively small business with huge potential to increase market share this side of the pond as well as internationally, but we don’t want to lose sight of our ethos and will grow sustainably, putting people and planet above profit.”

60 Greenwich Ave, one of the new US sites for JoJo Maman Bébé
60 Greenwich Ave, one of the new US sites for JoJo Maman Bébé
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