In 1993 Laura Tenison MBE, our founder and current Managing Director was running a company in Brittany, when a head on car crash left her recuperating in hospital with numerous broken bones. She had just sold her business in France and was about to launch a new fashion label back in the UK, but was undecided as to which field it would be in. A young mother of two in the hospital bed next to her suggested she consider designing baby clothes, especially baby boys clothing which was hard to find. Following her research the aim was to create the best maternity clothes, baby boys clothes and baby girls clothes sold via multi-channel in the UK. JoJo was to be the leading specialist in maternity clothes, baby clothing and nursery products, offering attention to detail and exemplary customer service.

The JoJo maternity clothes collection focuses on maternity styles for business, maternity occasion wear and maternity week-end collections, the range includes several styles of award-winning, comfortable maternity jeans and maternity sportswear and underwear which is notoriously difficult to track down on the high street.

Baby clothing and childrens wear include innovative designs based on lateral thinking; baby styles need to be extra soft and comfortable but adorable and practical. Boys and girls clothing should be cut for easy dressing and made from breathable fabrics but also ensure children stand out from the crowd.

Clever nursery products and practical essentials cover each stage from breast and bottle feeding to weaning, travel products, sun protection items, potty training, nursery decor and lots of educational and imaginative toys and gifts for baby boys and girls to five year olds.

With a strong ethical stance in all areas of the business, JoJo is now the thinking parents' one stop shop for everything you need from pregnancy to pre-school, with easy shopping via our website, catalogue or 23 boutique style stores across the UK. We remain an independent retailer and are very proud of our origins.