Arev acquires Blooming Marvellous

Blooming Marvellous, the 14-store chain set up by Judy Lever and Vivienne Pringle, has been sold to Arev, the Icelandic retail investor for a price believed to be around £5m.

The so-called mumtrepreneurs built the chain from scratch in 1983 after failing to find alternatives to frumpy, old-fashioned and tent-like maternity dresses and trousers. Arev plans to increase the number of Blooming Marvellous stores to 25 and position the chain alongside Mamas & Papas, the upmarket family-run retail group, according to an executive close to the company.

 

The mother and babywear market is currently being reformed by a round of consolidation: earlier this year market leader Mothercare bought its biggest rival Early Learning Centre for £85m.The mother and babywear market is currently being reformed by a round of consolidation: earlier this year market leader Mothercare bought its biggest rival Early Learning Centre for £85m.