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JoJo Maman Bébé acquires Emma-Jane lingerie brand

JoJo Maman Bébé has acquired Emma-Jane Ltd, the UK’s leading maternity and nursing under garment brand, for an undisclosed sum. Emma-Jane was founded in 1986 by Ian Gerecht offering the very first nursing bra designs and now  wholesales to 36 countries.

JoJo has stocked the brand for 26 years, selling a selection of Emma-Jane styles alongside its own the in-house designs. The Mia maternity & nursing Bra has been a top seller for many years online, with the lace trim nursing bra the bestseller in-store. Over the last 12 months JoJo has sold nearly 20,000 Emma-Jane nursing bras in the UK & US, other main stockists include Figleaves and ASOS. JoJo will continue to wholesale Emma-Jane maternity & nursing bras globally.

Laura Tenison MBE, founder of JoJo Maman Bébé comments; “We are honoured that Ian has handed over the baton and trusts us to take forwards his heritage brand, loved by so many mothers across the globe. As a specialist retailer offering nursing bra fitting to thousands of pregnant women annually, we have long championed these remarkably comfortable, yet pretty designs.”

“I first met Ian many years ago as I researched the market before launching JoJo as a tiny business. I was so grateful that he took me seriously; his advice and encouragement have supported me through the ups and downs of growing the business from a kitchen table start-up to global brand.” Laura adds.

JoJo is the UK’s leading independent boutique parent and baby brand with an annual turnover of £65 million. JoJo will stock Emma-Jane online and in all of its 92 stores in the UK & Ireland as well as the four East Coast, US branches. 

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