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Leading Independent Baby Brand Appoints Big Business Commercial Head


JoJo Maman Bébé, the UK’s leading independent multi-channel brand servicing the needs of discerning new parents, announces the appointment of Gwynn Milligan as Commercial Director on the day that Founder & CEO Laura Tenison gives a keynote speech at the bira’s (British Independent Retailers Association) annual conference.

Laura says, “I launched JoJo 24 years ago as a sole trader from my flat share in London, keeping our first stock in my parent’s shed in Wales. Since then we have grown organically into a global business designing and retailing everything you need from pregnancy to pre-school.”

The company now has over 80 stores across the UK, a large Distribution Centre in Newport and a Design and Marketing Office in Battersea, with 800 staff. In addition, JoJo runs a wholly owned US trade and B2C business with a base in Edison, New Jersey.

Gwynn joins the business at a pivotal stage in its development to help ease the pathway from small to large company. Her many years’ experience of successfully running the commercial departments of larger companies will be added to this hugely successful brand’s predominantly home-grown board of directors. She says “It is an honour and a privilege to join JoJo Maman Bébé, a successful growing brand. I am looking forward to working with such a talented team by further supporting their success and growth story.”

JoJo is a Certified B Corporation with the remit to pursue a ‘triple bottom line’; putting people and the planet above profit and proving you can do well whilst doing good. Company turnover has grown at a rate of 46%, of which international growth achieved 86%, and EBITDA has grown 25% over the past 3 years.

The CEO has often been critical of the short-termist attitude to some VC investors and business owners whose remit is increase shareholder value above all else. With this ethos and a remit to help regenerate the British high street, Laura Tenison will be offering advice to the 250+ Independent Store owners on Monday 8th May. Her goal is for UK highstreets to thrive, offering an eclectic mix of independent retailers who offer the consumer design, choice and second to none service. “The UK has been called a nation of shopkeepers but we are more than that; we are a nation of great designers, great marketers, great innovators AND great shopkeepers. In these times of global turmoil, I want the world to look at us for inspiration.” she states.

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