Poundland has been made to remove the ‘Motherland’ signs from its new store after Mothercare served a ‘cease and desist’ notice.
Mothercare claimed the branding on the hoarding on the flagship Poundland store in Biggleswade showed a closeness to its own branding.
Poundland has since altered the branding to Parentland, instead of Motherland.
A spokesperson for Poundland said: “We’re a little surprised they threw their toys out of the pram, but we’re looking forward to welcoming parents to see our kids and baby clothing ranges when we open later in the month.”
Mothercare brand director, Andrea Moore told Retail Gazette: “We appreciate it was a stunt to launch their store and should be flattered that we’re the market leader they chose to imitate; however, we must protect our intellectual property, which has been built globally for over six decades.”
Poundland was also forced to remove its social media posts referring to Motherland.