JoJo Maman Bébé

JoJo Maman Bébé is a British maternity, baby and childrenswear retailer founded in 1993 by Laura Tenison. It sells clothing, nursery products, gifts and toys for parents to be, babies, toddlers and pre-schoolers.

What is JoJo Maman Bébé?

JoJo Maman Bébé is a British retailer of maternity wear, baby clothing and childrenswear, with a range that also covers nursery products, gifts and toys for babies, toddlers and pre-school children. Its head office is in Battersea, London.

History

Laura Tenison launched the business in 1993 as a mail-order catalogue. She received an MBE in 2004 for services to business in South Wales. In April 2022 the company was acquired by Next plc together with an investment group led by Davidson Kempner. Gwynn Milligan succeeded Tenison as chief executive, and Mark Wright followed in 2025.

Products and positioning

The brand became the first UK childrenswear label to gain B Corp certification. It works with certified materials such as GRS recycled fibres, FSC certified wood and organic cotton. In 2025 it added the JoJo Junior range for older children and partnered with thelittleloop to launch JoJo Reloved, a resale platform for pre-loved clothing.

Distribution

Having started in mail order, JoJo Maman Bébé now sells online and through its own shops in the UK and Ireland.

Why it matters

JoJo Maman Bébé shows how a catalogue business grew into a multichannel specialist and was later folded into a larger retail ownership structure, while making certification and resale part of its childrenswear proposition.

Frequently asked questions

Who founded JoJo Maman Bébé?

JoJo Maman Bébé was founded in 1993 by Laura Tenison, who started it as a mail-order catalogue.

Who owns JoJo Maman Bébé?

Since April 2022 the company has been owned by Next plc together with an investment group led by Davidson Kempner.

All brands