Ben Gordon, Mothercare's chief executive officer, plans to develop the brand within the business before eventually rolling out the Blooming Marvellous ranges across its stores.
Mothercare also announced results that reflect strong international growth from its franchise business, with sales up 20 percent, but like-for-like sales at home down 4.1 percent in the 15 weeks to July 10. Mothercare is planning "cautiously" for the rest of the year, but looking to bolster its U.K. performance by shifting toward more profitable out-of-town stores. It is also launching a new clothing range in Boots outlets across the U.K. and Ireland on Sept. 1, and hoping to follow up last year's Retro Robot success with a new £35 ($54) space station toy, which will hit stores before Christmas.
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