The UK’s Leading Mother and Baby boutique brand to open in The Square

JoJo Maman Bébé will open a stunning new boutique on The Square, town centre on Saturday 22nd November 2014. The new store will stock the fabulous JoJo collections including baby, children’s wear, maternity and nursing, plus all of the clever nursery products which help make life as a parent a little easier. 

JoJo Maman Bébé’s policy is to help regenerate local high streets, rather than open in big retail parks like much of the nursery market competition. Shrewsbury’s thriving town centre is the perfect spot for parents to enjoy visiting this stunning store, complete with facilities such as baby change room and customer WC, nursing chair and children’s colouring corner. There will be a gorgeous maternity section where pregnant customers are welcome to take their time trying on the exclusive maternity range.

Loyal local mail order customers of this multi-channel brand have been campaigning for a JoJo store; Laura Tenison MBE, Founder and Managing Director said of the opening "Just as Mothercare announced that they were closing their store in The Darwin Centre I received an email from a mail order customer begging us to open in the town. I have visited Shrewsbury several times and love it, so I asked our area manager to check the options and we settled for the perfect location in the square - next to our favourite French Patisserie; a favourite haunt for the local mums to get together."

JoJo will be offering all customers who make a purchase on opening weekend a “Pick-a-prize” discount worth10%, 20% or 50% depending on what is drawn from their lucky dip basket. There will also be goody bags for customers with gifts from Mama Mio, Shloer, Child’s Farm and Bear Nibbles.

JoJo is set to become a destination shop for parents and grandparents from across the area, as well as the place to go for gorgeous new baby gifts. The good news is already gathering momentum via social networking channels.

“Our multi-channel retail strategy also helps other independent businesses in the area, even if they are of a competitive nature. We will email customers within a 30 mile radius 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. Our teams are given in-depth training at our head office in Wales and really understand the needs of pregnant women and new parents.” Laura Tenison adds.

Kirsten Henly, Shrewsbury BID Manager, said: “It is great to see new stores opening in Shrewsbury. JoJo Maman Bébé is a strong and popular UK brand and will be a superb addition to the town’s shopping offer.”

JoJo was launched 21 years ago as a tiny kitchen-table business with the stock held in a shed belonging to Laura’s parents in Wales.  The company has grown organically and now has 65 stores as well as trade sales to 50 countries.  Despite this phenomenal growth, JoJo continues to operate with small company values and places a huge emphasis on great quality, fantastic customer service, environmental sustainability and loyalty to all involved.


Pete White Pete White

Love Shrewsbury editor and chief developer at The Web Orchard, find out more on

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