Mothercare has been through troubled times over the past few years and in May was warned that it would take around three years for them to make a profit again after a period of continuous decline. However, Mothercare has recently taken a bold step to attempt to return the business to a profitable state and regain their previously strong presence in the UK baby market.
This week saw the relaunch of the brand with the opening of a new 30,000-square-foot store, in Edmonton, north London by glamorous presenter and mum of two Myleene Klass. The brand has recently hired a new agency, Mischief, to regenerate the brand’s image and build brand loyalty.
The new store features an in-store Costa Coffee as well as a zone for parents and toddlers to bond known as ‘mumspace’. The extra special features of this store include a 4D ultra-sound scanning studio and a ‘buggy park’. The ‘buggy park’ is an area for parents and parents-to-be to test out prams and buggies in the area which has simulated grass as well as curbs and steps in order to make it as realistic as possible as well as offering a real ‘try before you buy’ shopping experience.
The new store also features celebrity baby clothing ranges from Myleene Klass known as ‘Baby K’ and is about to launch a new range by Jool’s Oliver, wife of chef Jamie Oliver.
All these changes and developments at Mothercare are likely to have kept their PR and Marketing departments busy and will have put significant pressure on their PR managers to handle all incoming press enquiries.
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