Blooming fashion ambitions for Mothercare

The Mothercare that Ben Gordon took over in 2002 was certainly not somewhere that anyone would think to look for fashion. Today, although its fashion offer has vastly improved, particularly with its Baby K range developed with Myleene Klass, it is still not the first place many would think to go for maternity and baby fashion.

High street fashion players such as Zara and Gap have very appealing and affordable fashion offers for babies. They are often “mini-me” items mimicking adult fashions which have been very successful.

There are also some great brands in the nursery market such as JoJo Maman Bebe, Isabella Oliver and Mamas & Papas, which has really upped its game in fashion, particularly where maternity is concerned.  

Blooming Marvellous was a well respected niche offer in its time but hit difficulties when Icelandic backer Kcaj pulled funding at the start of 2009. It was bought out of administration by a group of investors including Ethel Austin owner Elaine McPherson.  

Since then the brand seems to have stalled and fell off the radar somewhat as its competitors grew stronger, taking advantage of a relatively recession proof market. Shoppers always tend to spend on their children first and with the arrival of any new baby nursery items become anything but a discretionary purchase.

Where the choice in maternity used to be just buying baggy dresses or clothes a few sizes too big, women now expect fashionable, comfortable clothes through their pregnancies and want to feel fashionable even if they are heavily pregnant.

Lots of high street stores now offer maternity clothes but the choice is often small so for the niche players there is still a chance to offer real specialist product.

Mothercare will have to work hard to revive the brand and make sure it is merchandised well within its stores. It also has an opportunity to make it an international brand across its large overseas portfolio and will have to tweak the range to cater for different tastes.

If it can get the proposition right it could grow the brand, which was set up by mothers on their kitchen table in 1983, to be a real global player as it has done with its eponymous stores and the Early Learning Centre.

Whether it can compete on the fashion stakes remains to be seen and it is unclear who will be buying and designing for the brand. It is a sensible move for Mothercare and will not have been a costly acquisition for the very profitable business which may have their eyes firmly open for more complimentary businesses.