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Mothercare to unveil Jools Oliver's kidswear line
Feb '12
Mothercare, Britain's number one specialist retailer for mothers-to-be and parents of young children, has announced new association with celebrity chef Jamie Oliver's wife Jools Oliver.

Pursuant to the deal, the retailer would launch an entire line of nursery bedding, clothing and accessories collection designed by Jools.

The new collection would form a part of Mothercare's high street brand and would be put up for sale in markets since August 17, 2012.

The new line would remain inspired by Mrs. Oliver's liking for “nostalgic yet modern collectables” and would focus on newborns and kids up to five years of age.

Mrs. Oliver said she has a great passion for children's apparels designed by the brand, and hence she is quite delighted to work with Mothercare. Her mother had dressed her up in Mothercare clothes and she too had been dressing her children in Mothercare apparels and thus the brand has always been a part of her life, she said.

Talking about her designs, she said they would be a mix of quirky as well as classic styles, influenced by her memories as a child. The line, she said will comprise of reasonably priced but uniquely designed apparel pieces.

Commenting on the company's poor sales report for third quarter, Mothercare Chairman Alan Parker said the new policy focusing on multichannel trading is likely to help the firm to perk up its performance for the current year.

If everything goes right, the new policy fronted by Oliver would provide the much needed push to the firm, whose like-for-like trading for the third quarter slumped by three percent, taking the overall loss for the first half of its fiscal to £81.4 million.

Speaking of the Oliver collection, Parker said for over past five decades Mothercare has epitomized a modern outlook for traditional family values and that is exactly what Mrs. Oliver's collection stands for.

Fibre2fashion News Desk - India

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