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Mothercare hires Jools Oliver to design range of children’s clothes

Struggling retailer announces Oliver will launch collection in the UK and overseas in August

Jamie Oliver may have given up his Sainsbury’s gig but his wife has now been signed up by Mothercare.

Jools Oliver is to design a range of children’s clothes, bedding and accessories, for the struggling retailer, with the products due to launch in the UK and abroad in August.

Mothercare chairman Alan Parker is quoted by Retail Week as saying:

For the past 50 years Mothercare has stood for a modern approach to traditional family values and we believe this complements all that Jools Oliver stands for.

And Oliver herself said:

I have such a passion for the design of children’s clothes, so to have this opportunity to work with Mothercare is just amazing. The entire collection has been lovingly put together and accessibly priced for parents.

The market is not exactly impressed. Mothercare’s shares have dropped 1.25p to 201.25p. The retailer is battling increased competition from, yes, supermarkets and internet suppliers, and launched a review of its UK business last year. It plans to close around 110 stores over two years. It is still searching for a chief executive after Ben Gordon left in October in the wake of a profit warning. © 2012 Guardian News and Media Limited or its affiliated companies. All rights reserved. | Use of this content is subject to our Terms & Conditions | More Feeds