Mothercare is a specialist retailer of products for parents, babies and children up to the age of eight. Mothercare opened its first store in 1961 in Surrey. Initially the business focused on pushchairs, nursery furniture and maternity clothing, but it subsequently expanded its range to include clothing for children up to the age of five and later up to the age of eight. It now offers a wide range of maternity and children's clothing, furniture and home furnishings, bedding, feeding, bathing, travel equipment and toys through its retail operations in the United Kingdom, and also operates internationally through franchises in Europe, the Middle East, Asia and Latin America.
Clothing & footwear: The Group’s Clothing product comprises clothing for infants and children between the ages of 0-8 year (UK) and 0-10 years (International) and maternity apparel. The pricing architecture of ‘Good, Better and Best’ offers value for parents from every day staples through to the more premium Baby K, Little Bird ranges and carefully selected third-party brands. It mainly consists of own-brand or exclusive third-party branded products, which includes ranges for baby, toddler, girls and boys from 3-8 years, nightwear and underwear, footwear and other accessories and swimwear.
The Blooming Marvellous, maternity range was relaunched in FY2013/14 with a younger, more fashionable offering at lower retail prices and has resonated well with customers. It is also supplemented with some third-part maternity brands.
Home & travel: The Group’s Home & travel product category includes car seats, buggy and pushchair systems, bedding, soft furnishings and furniture, bathing products, high chairs, feeding products and baby monitors amongst other products. These are both own brand and third party branded products.
A significant proportion of the Group’s product offering in Home & travel is from third party brands. This means that similar product is available in other retailer outlets as well. The Group is working closely with its supplier and customers to deliver products that are appropriate and offer a point of difference with exclusively becoming an increasingly important part of our ranges.
Toys: The Group’s Toy category operates mainly through the Early Learning Centre brand. The focus over the last few years has been on investment in product innovation to develop ranges that encourage logical thought and dexterity through touch, textures and shapes.