Former model, author, wife, designer and all-round Supermum Jools Oliver has launched her first childrenswear collection for Mothercare, hotly tipped to emulate the success of Myleene Klass' 2007 Baby K and fly off the shelves.
The mum of four has turned business woman and fashion designer to create the Little Bird collection comprising of newborn and children's clothes, nursery
bedding and accessories and gifts, exclusive to Mothercare and is
available nationwide. In sizes from early baby to six years, the range for boys and girls features stripes, checks, florals, rainbow brights and not a boring beige babygrow in sight.
Jools, pictured above with daughters Petal, Poppy and Daisy, comments: "I have such a passion for the design of children's clothes, so to have this opportunity to work with Mothercare is just amazing. My mother dressed us in Mothercare clothes and I have done the same with my children, so Mothercare has always been part of my life. My designs combine both quirky and classic style inspired by my childhood memories. The collection features nostalgic, classic pieces, sprinkled with unique touches and playful attention to detail. The entire collection has been lovingly put together and accessibly priced for parents. I cannot wait to see the reaction to it."
Mothercare chief executive Simon Calver, who joined Mothercare in late
April from LOVEFiLM, comments: "We are delighted to have Jools on-board
and add the Little Bird collection to our stores. The new product range
offers exceptional quality and style at an affordable price, which reflects exactly what our customers tell us they want from Mothercare."
Mothercare recently launched its largest store in the UK a 30,000 square foot site in Edmonton, north London designed to reflect customer needs. It features a 'mumspace' zone for parents to bond with their toddlers, a 4D ultra-sound scanning studio, the chain's first in-store Costa Coffee, staff equipped with iPads to offer interactive sales experiences with customers and the UK's largest 'buggy park' that allows parents-to-be to road-test the latest prams and buggies before they buy.
Available now from www.littlebirdbyjools.com and at Mothercare stores nationwide.
Love Laurel x
