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B stands for ‘Better’

As part of our pledge to put people and the planet above profit, we are committed to being a Better Corporation, this means being…

Our loyal teams are at the heart of the business and that is why we are committed to putting them first. We celebrate diversity across all aspects of the company and are proud to be partnered with the Down’s Syndrome employment programme, WorkFit.

Not only do we welcome inclusivity, we also support our teams with workplace benefits, bitesize training courses and Mental Health First Aiders.

Our loyal teams are at the heart of the business and that is why we are committed to putting them first. We celebrate diversity across all aspects of the company and are proud to be partnered with the Down’s Syndrome employment programme, WorkFit.

Not only do we welcome inclusivity, we also support our teams with workplace benefits, bitesize training courses and Mental Health First Aiders.

Our dedication to our mission as a B Corp also means we support gender equality at all levels, recruit ex-offenders, offer paid community placements to those currently serving prison sentences and commit to our suppliers and factories to foster long-term relationships, ensuring they can invest in looking after their employees.

Our stores are designed to be a parent and child-friendly space where you can come to breast or bottle feed, change nappies, refill your water bottle or simply have a chat with our friendly teams. Online, we support our customers with digital toolkits, buying guides and helpful content from potty training to sustainable life hacks.

Our stores are designed to be a parent and child-friendly space where you can come to breast or bottle feed, change nappies, refill your water bottle or simply have a chat with our friendly teams. Online, we support our customers with digital toolkits, buying guides and helpful content from potty training to sustainable life hacks

To preserve our beautiful planet for the next generation, we are pushing environment projects, like planting thousands of trees in the JoJo Forever Forest and helping to fund sustainable schemes in West Africa to more than balance our carbon footprint at operational level.

We also promote wooden toys over plastic, use fabrics made from recycled plastic bottles and work closely with our charity partners to distribute second-hand clothing to families in need via our From a Mother to Another initiative.

Want to know more about our Tree Planting efforts?

We have more partnerships and initiatives in place to help us plant trees. Read more on our sustainability hub, The Heart of JoJo.

To preserve our beautiful planet for the next generation, we are pushing environment projects, like planting thousands of trees in the JoJo Forever Forest and helping to fund sustainable schemes in West Africa to more than balance our carbon footprint at operational level.

 

We also promote wooden toys over plastic, use fabrics made from recycled plastic bottles and work closely with our charity partners to distribute second-hand clothing to families in need via our From a Mother to Another initiative.

Being part of the communities around our stores is important to us and we’ve supported thousands of local charities over the years through gift voucher donations, and our employees are also encouraged to support their local community through our Volunteer Day Scheme.

Our in-house recycling initiative From a Mother to Another has helped thousands of families in need by allowing them to pick up emergency clothing gift packs from baby banks. Launched in 2015, we have potentially saved over 70 tonnes of unwanted or outgrown clothing from going to landfill and given them to those in need.

In early 2022, we launched Helping Hands, which aims to make a difference to charities, not-for-profit organisations and community projects local to our stores by providing them with cash grants of up to £10,000.

Running a business is not just about making money. Our founder Laura’s main aim has always been to create ethical employment in the retail industry and manufacturing process, which is predominantly based in the developing world. We are loyal to our suppliers and help them grow their businesses in an ethical and honest way. We are also a proud member of the Better Cotton Initiative, which exists to make global cotton production better for the people who produce it, the environment it grows in and the sector’s future.

 

What’s more, we continue to work hard with our in-house charity, Nema. This year we are funding the charity overheads and sending 80 children to secondary school, as our communities continue to be displaced by the civil war raging in the Cabo Delgado region of Northern Mozambique.

Our Results In Numbers

We pledge to: